This is actually something the retailers will need to react to, but I don’t see how... - as I understand it, the app encourages people to walk into a real store, scan the item they want, and get it from amazon (with a discount, but not sure if that is a one-time thing or every visit), almost always for less, even with discount cards at the store. Most active buyers have shipping free on amazon after a one-time annual payment, and Amazon doesn’t charge sales tax in most states.
I guess the ability of people to go into a store to buy from a competitor without being run out in shame is a helpful social development for amazon.
I should add that these poor old traditional retailers have perfect access to info about what Amazon charges, and can compete accordingly.