W H Smith is trying to compete with Amazon on price. They're now offering 66% off their top 100 ebooks. Even with this discount, they're still not always cheaper than Amazon, but they're getting closer.
e.g. Charlaine Harris's Dead in the Family is now
£5.10 at W H Smith, but
£5.08 at Amazon.
Similarly, The Girl with the Dragon Tattoo is £2.72 at W H Smith, but £2.68 at Amazon.
In their top 10, only one book is currently cheaper at W H Smith.
Hmm.. checking further, I think Amazon must be enforcing their 'can't offer it cheaper elsewhere' clauses. Nearly every book is £0.02 cheaper at Amazon!
Price Wars - good for consumers.