[MichaelGG]

Or perhaps Amazon, by offering a discount and an improved checkout experience (you're in the store, but don't have to wait in line or carry the item out), is converting people to not go to retail stores.

Or, as I've encountered myself doing, you're price checking because sometimes you run across an interesting item but want to make sure you're not getting ripped off. For a $5 discount, I'm unlikely to change my purchase action on anything - however I've been in situation where the price at the mall is 100% more than Amazon's.