We were buying an inflatable kayak and paddle board from Sea Eagle. Went to Amazon, Walmart and etc online to compare prices. The paddleboard was not any cheaper than what Sea Eagle was selling it for. The kayak was about $80 cheaper from buyng it online at Walmart with free shipping. Amazon wasn't any cheaper than Sea Eagle. I called Sea Eagle to see if they could match the price of the kayak with Walmart since I was buying a paddleboard as well. They wouldn't. So I bought it from Walmart.
Not everything can or will be price matched. As mentioned, buying power and contracts come into play sometimes.