It's becoming a daily occurrence in Whole Body...customers saying they can get said item for much cheaper on Amazon and because we are Amazon, why don't we match? What is our response supposed to be? I understand not being able to match exactly but sometimes the difference is big. We're losing out on sales plus it makes us look bad!
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Have you asked your Store Leadership what you should tell the customers?
Seems like a better group to get an answer from than an anonymous "info" board
Amazon is mostly a portal for other sellers. I'm guessing that they may make $1 on the $10 bottle of vitamins that WFM makes $5 profit on if it isn't an Amazon-fulfilled. I don't see price matching ever becoming a thing unless it becomes easier to differentiate Amazon fulfilled items vs. other seller's items.
I don't feel bad telling them to just get it on Amazon then since we are Amazon anyways.