US retailers Amazon.com and Wal-Mart are going head to head in an online price war, to the benefit of their millions of customers, reports the New York Times.
Wal-Mart, traditionally a bricks and mortar retailer, has moved increasingly into the online domain and is now waging a public price battle with Amazon in product areas such as books, movies, toys and electronics.
Since October, US consumers have witnessed price drops of up to $10 on some items, with both retailers trying to outdo the other in order to boost marketshare in the growing online sector.
With Amazon behaving more like a traditional retailer, the New York Times says it was only a matter of time before Wal-Mart challenged the world's largest bookseller. And Amazon's sales in the electronics market continue to grow - a sector in which Wal-Mart is a direct competitor.
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