People will get mad at this but no one will ever reject a personal coupon in the basis that it is unfair for other customers. I have had customers get annoyed

People will get mad at this but no one will ever reject a personal coupon in the basis that it is unfair for other customers. I have had customers get annoyed when they find out we are charging more on Amazon (simply passing on the amazon fee). As a customer you will likely find on the amazon marketplace that an seller that also sells from a website will be doing a better price on the website. I guess in this case though the extra price is buying you some protection as the marketplace is very customer friendly.