Indeed, I don't know in what world you would call that pro-consumer behavior. In fact I thought I recall Amazon already got sued for this kind of agreement in their contracts, but maybe it's now merely a non-contractual agreement for doing business with Amazon?

https://www.ftc.gov/news-events/news/press-releases/2023/09/...

> Anti-discounting measures that punish sellers and deter other online retailers from offering prices lower than Amazon, keeping prices higher for products across the internet. For example, if Amazon discovers that a seller is offering lower-priced goods elsewhere, Amazon can bury discounting sellers so far down in Amazon’s search results that they become effectively invisible.

It's an entirely different issue when it is retailers buying from suppliers and setting prices vs first party sellers selling through platforms and setting the price themselves.