I would argue the difference is that the products that unilever and coke make are already relatively low margin, low price variability products, such that there

I would argue the difference is that the products that unilever and coke make are already relatively low margin, low price variability products, such that there’s not a lot of opportunity for them to undercut amazon. Similarly if I have to go to coke.com to buy coke for a 2% savings vs just buying it from wherever I’m buying other stuff from, it’s not worth it to me. Electronics manufacturers are dealing with much higher ticket items, where consumer price expectations are highly variable, and are comparatively infrequent purchases. It’s a totally different ball game.