But for how long? Technology retailers and manufacturers have a huge money sink in the inventory required to support brick and mortar retail operations. One store sells out, another has 10 units that they can't move for whatever reason (demographics, poor location, the minimum wage employee couldn't be bothered to find it etc.). Amazon can consolidate all the supply in their warehouses, cross ship between them for little cost based on economies of scale in shipping, and all the inventory is available to all customers. Couple that with the fast life cycle of tech - laptops as an example are 3 lines annually - and consider that all the unsold stock needs to be cleared out. Discounts are challenged by the same inefficiencies in retail, BB and their ilk need to discount deeper to sell the outgoing stock to counter the inefficiencies, and further discount demo models and pay for signage changes, etc.
This is exactly why you are seeing manufacturers opening branded showroom stores - Apple, Microsoft, Sony, (Tesla in the car world) - because they can execute better than the traditional retailers/dealers, and most often aren't willing to invest in the same caliber of displays in stores like BB where they don't have full control. The retailers can't, because the margins are too tight. The multi-brand house bricks and mortar retailer for tech is being squeezed out as the middle man - matching Amazon pricing they will be losing money from all the background costs. Unless they can sell enough warranty extensions to cover the difference, they are circling the drain - and Apple squeezed them out there too!