As consumer I would love to see lower prices directly. Or at least have available some official store affiliate discount code which would give me same discount which would be win win for everyone.
You cannot due to Amazon's stipulations that to list on Amazon.com, it must be the same as your advertised price on other retailers, including your own website. This raises overall costs, as Amazon.com sellers pay additional fees for placement, ads, etc. which get rolled into the price. As a workaround, you can have a MSRP on your website, with "coupons".
