[legitster]

I worked for Frito-Lay for several years and you better believe that's how supermarkets work. More than once I've been called in the middle of the night to a store to rip down an endcap of chips because the store got undercut by another (and in their defense, why would they give us valuable floor space on a promotion that won't sell).

I think though as comparison that the power dynamic is flipped. Exclusivity agreements usually were to the benefit of the store (against big brands at least). But against the small brands on Amazon, they favor Amazon.