17% discount when comparing to Amazon. Didn't know the profit margin for retail store is this high.
I think this is what would be known as a loss leader.
A loss leader (also leader) is a pricing strategy where a product is sold at a price below its market cost to stimulate other sales of more profitable goods or services. With this sales promotion—marketing strategy, a "leader" is used as a related term and can mean any popular article, i.e., one sold at a normal price.
quote from le wiki