Online shopping for consumer staples, coupled with Amazon's cut-throat competition with Walmart, have driven makers of many consumer products to put price floors on low-cost products
For many years manufacturers set the lowest price at which retailers could advertise certain big-ticket items like TVs. They wanted to stop shoppers who scoped out an item on the showroom floor, and then went online to find it advertised by another retailer at a lower price, from buying it there.
The Pro Series toothpaste, now advertised for about $9.96 on Amazon, is a higher-margin product where Colgate wants to protect its profits amid soaring costs.Toymaker Hasbro Inc "We're seeing categories adopt that never had, like food and beverage," said Jack Gale, an account executive at PriceSpider, which has seen 120% year-over-year growth in the number of brands using its products that help enforce these price floors since 2018.
Amazon's part in these pricing floors stems from its pledge to offer products priced as low as, or lower than, rivals like Walmart. This compels brands that sell huge volumes of goods on Amazon to set, and then enforce, a minimum price. Otherwise, they face shrinking profits.
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