They've got a lot better. Years ago they'd have their own specific SKUs...
"Sorry, this Western Digital 7200rpm 2TB drive is a WD72002048-AMZN, and we sell the WD72002048-BBY, so we can't price match."
They got busted for having different prices if they detected you were hitting the website from a store (Wifi or terminal)... "I know you thought it was $109 when you looked online, but you must be mistaken, here, let's pull up the website, yup, $159".
There was a brief loophole for a while when Amazon allowed ad-hoc Marketplace items from users - find what you wanted on Best Buy's site, create a listing to sell it on Amazon for $x cheaper, and then show them that as the price match. Then they moved to "must be fulfilled by Amazon to be eligible".
"Sorry, this Western Digital 7200rpm 2TB drive is a WD72002048-AMZN, and we sell the WD72002048-BBY, so we can't price match."
They got busted for having different prices if they detected you were hitting the website from a store (Wifi or terminal)... "I know you thought it was $109 when you looked online, but you must be mistaken, here, let's pull up the website, yup, $159".
There was a brief loophole for a while when Amazon allowed ad-hoc Marketplace items from users - find what you wanted on Best Buy's site, create a listing to sell it on Amazon for $x cheaper, and then show them that as the price match. Then they moved to "must be fulfilled by Amazon to be eligible".