2b. Company thinks their online store is a boutique and sell the stuff for 50% more than Amazon

Somehow it happens even more often with small businesses. My city is small and irrelevant, so when I saw a book with the history of it, I wanted to buy it. On Amazon it was sold for 15% off, on marketplace directly by the publisher + free shipping. So I went to buy it on the publisher website and... MSRP + need to pay shipping

This publisher was doing a war price against itself. A small niche book where you're the only one to sell it. Why would you need to discount this heavily on Amazon?

Numbers:

On Amazon: 13€ + shipping paid by the seller (+customer has free returns in one month). They can't have more than 50 cents of profit for each copy sold

On their own website: 15€+5€ shipping (+customer needs to pay 7€ to return it within 2 weeks). Healthy profit for each copy sold.

You need to be an anti-bezos activist to choose the second option, though.