When I worked retail we stocked books from one vendor that actually sold their products directly on Amazon at a lower cost than they'd sell to their wholesalers

When I worked retail we stocked books from one vendor that actually sold their products directly on Amazon at a lower cost than they'd sell to their wholesalers. We'd gladly take that discount instead of paying a premium for ordering directly from the publisher. We also used that as an opportunity to drop ship. The business sold books to get people in the store to buy higher ticket items so feeding the Amazon machine was a neutral affair.