Indeed, I don't know in what world you would call that pro-consumer behavior. In fact I thought I recall Amazon already got sued for this kind of agreement in their contracts, but maybe it's now merely a non-contractual agreement for doing business with Amazon?

https://www.ftc.gov/news-events/news/press-releases/2023/09/...

> Anti-discounting measures that punish sellers and deter other online retailers from offering prices lower than Amazon, keeping prices higher for products across the internet. For example, if Amazon discovers that a seller is offering lower-priced goods elsewhere, Amazon can bury discounting sellers so far down in Amazon’s search results that they become effectively invisible.