Does everybody remember the brief price war last summer between Amazon and Wal-Mart? Wal-Mart was beating Amazon's prices on random items through an (sometimes very generous) additional discount on choosing "ship to store". I haven't heard anything about this for many months and assume the program ended.

While browsing random items on amazon.com this evening, I happened to view the Blu-Ray for "The Best Years of Our Lives". Tucked among the information overload at the top of the product page is some green text

Save an extra $0.75 at checkout.

And sure enough, on checkout the price dropped. Why is Amazon doing this? When did it start? Which products does it affect? Am I the first person to notice? Hopefully it shows up for everyone:

I see it too. Never seen it before on anything else.

Amazon had that on a bunch of items last shopping season.

Out of curiosity I checked each of the 58 items (books, videos, auto/home accessories) I have in my cart, saved for later, none of them had a 'Save an additional $$ at checkout' listed. If Amazon is doing this it must be for an extremely limited selection of items.

I've seen it on board games several times as well as some flat % off offers. The "discount" is rarely enough to offset sales tax. It's possible it's a way to PM Walmart and/or Best Buy without being picked up on by sites like camelcamelcamel. I think Walmart still offers some items with a site-to-store discount but I rarely bother with them as it's a royal hassle.

I've seen that on a few books I've been looking at. Here's one example: