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It includes your own site. Now, whether Amazon follows up on every book is a different matter, but if someone complained that the book was cheaper someplace else, Amazon will either discount it to match the price, or pull it until the matter is resolved. If it is a coupon, or a time limited sale, I don't think Amazon will do anything.
As for the freebies, I don't think I've ever heard of Amazon pulling a listing because it was free on the author's website ... that might be construed as a promotional effort and overlooked.
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