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If you search and already know you want a specific name brand item and model number, then you are simply using Amazon to comparison shop.
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The same I "comparison shop" on any B&M or online retailer. But it's been my experience the last few years that online and B&M shops keep prices more similar than in times past, even keeping up with price changes minute by minute.
Your comment makes it sound like there is something wrong with comparison shopping. But doesn't almost everyone do that? We rarely buy anything costing more than $20 without doing research beforehand.
I don't care if Amazon stacks the deck, and places their brands at the top of a search list. But I do expect them to have search results reflected correctly. B&M's place their items in premium spots, but they don't hide other brands in the basement totally out of view.