> If they really wanted to be pro-consumer, they'd say "Available cheaper here: ..."

Which company does that?

One claiming to be a pro-consumer search engine for products?

But plenty of companies do things like "If you find a cheaper quote we'll match it."

And why would they want to be pro-consumer anyway? We want them to be pro-consumer because we are consumers. But they are Amazon. They are going to be pro-Amazon.

Nobody, because no company is actually pro-customer. Which is fine, the customer and the company's goals don't align beyond "want product" and "supplies product".

The problem is that Amazon abuses it's market position as being the search engine for customer products to unfairly prevent anyone from competing with them. Being "better than Amazon" as a seller in the margins is completely impossible, because Amazon demands sellers price match them.

Let's say you're a seller who wants to make 7$ from each sale as revenue (your actual margins from making the product aren't relevant to this estimate). If you list this product on the Amazon store, Amazon is going to take your listed price and apply their own price cut on top of this (although it's usually framed the other way around, so you list the final sale price and Amazon then says how much they take). For simplicity's sake, we'll go with a 30% cut, so they list it for 10$. Now let's say there's a second storefront you want to sell to, we'll call it Bamazon. Bamazon has a lower cut than Amazon does, let's say it's 10%. So the final product would then be listed for 8$ (taking into account customer psychology on price listings), making Bamazon the better seller, right? The smart customer gets a better deal, Amazon is incentivized to improve their margins if they don't want to lose market share and everybody's happy.

Wrong. What happens instead is that Bamazon will now also list the product for 10$ (because if it's listed lower, Amazon screws the seller by delisting them from Amazon, which is unacceptable for the seller because Amazon is the one with the monopoly position, so the seller then can sell absolutely nothing), making the product equally expensive for the customer and making Bamazon's deal only an improvement for the seller, who now gets higher profits from their sales, screwing the customer. Meanwhile Bamazon is rendered unable to compete with Amazon on their better margins since Amazon is the assumed default. Any benefit of a different store having better margins is fully masked by this approach, only benefiting Amazon.

It's a Most Favored Nations clause and their use on online platforms is both ubiquitous, scummy and makes things more expensive for the customer while also entrenching Amazon's monopoly position. This crap is usually couched as pro-customer rethoric, but it really isn't. It mostly serves to entrench monopolies not on their quality, but through their existing market share. (Valve also famously does this by the way.)