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Amazon was selling some e-books at a loss. The other e-bookstores were reluctant to do so. Amazon wanted to continue selling some e-books at a loss and was told it would not be allowed to do so. They had to switch from setting their own prices to selling for what the Publishers would allow.
I don't remember anyone saying that Amazon had to sell for less then its competitors when the Agency mess was happening. It was not asking for most favored nation status.
I don't pretend to know the IPG story but, knowing Amazon, it wanted to sell the book for a lower price and the Publisher balked. I have no idea if Amazon said that it had to be the lowest price vendor on the market. I doubt that they would do that but I cannot say for sure. IPG did not like the price point Amazon wanted. I remember them saying that the margin of profit for IPG would be too small and hence not feasible. Amazon chose not to renew the contract.
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