I’ve pointed out Valve doing basically the same thing; games can’t be priced lower than Steam on competing game storefronts (not Steam key resellers), or Valve will threaten to delist your game. Which would be essentially kill it. And they obviously do this to protect their chunky store fee.
But personal loyalty goes a long way.
I’m trying to reframe the perspective here, not drag into an argument about Valve. A whole lot of people feel good about finding “deals” on Amazon, about Amazon services that have helped them, and especially about the value and convenience the whole platform provides. It’s easy for Lemmy to hate on Amazon, but for the average person, I think this is a harder sell than most of us realize. They’ll dismiss it as the “market working” or California sensationalism or, more likely, just filter it out as noise in their feed, just like most PC gamers would when they read something bad about Valve.