Amazon Launches Price Check App

This seems like a very simple and easy idea.  Do an automatic price comparison check after an item scan on a Smartphone. Includes all categories of items. Most likely useful for higher priced items. Surprised that Amazon had not been doing this previously.  A recent Forrester report said that about 5% of people had used scanning.  This ability will increase that number and further strengthen the online channel.  I recall talking to retailers some years ago and this was one of the fears, that the channel would be be made too easy and the big players would win.