Comment NOT cheaper direct from seller (Score 3, Informative) 52
Amazon prevented us from lowering our direct prices.
I worked for a seller. We lowered the prices on our own website because our costs were so much lower without our Amazon fees (around 15% at the time). It turned out Amazon was watching out for sellers doing that, and within a month of our price reduction, Amazon sent us an only slightly ambiguous reminder that pricing our products lower than on Amazon was cause for them to terminate our selling privileges. We immediately raised our direct-to-customer prices to protect our Amazon sales.
And FYI: Amazon enforces its more unsavory practices by ambiguously pointing you to a very long list of rules without telling you which rule you violated. When they did that, we were never able to get them to tell us which rule we violated. Even after we fixed whatever violation we thought we had, they would never tell us that we got the right one or that we were in the clear.
Like a criminal enterprise, Amazon controls its sellers through fear and intimidation, and you could never catch them saying they did what they did or why they did it. You simply had your seller privileges revoked without explanation and there wasn't a human in the world who would explain it to you. No evidence, no claim.