Yeah, lots of companies do this. Wal-mart is another one.

My television comes with a built-in DVR in most stores. But I got it at Fry's, so it has a special SKU and the DVR disabled so it can't be price matched.

My recent experience trying to get Fry's to price match something on Amazon was horrible. It was a simple USB - Serial cable, and Fry's had it for about $9 more than Amazon. They (Fry's) insisted on factoring in sales tax and then calculated UPS 2nd day shipping, even when I told them I was already a Prime member, and then argued that it was their company policy. That was the last time I shopped at Fry's, and after 20 years of shopping there, I find myself unlikely to go back.

It's in their interest to do it anyway. Going back 30 years to when I was into photography, the local camera stores had a huge problem with customers coming in, consulting on cameras or lenses or other stuff, and then buying from Adorama or another big mail-order house.

If Best Buy doesn't price-match, some people will browse at the store and then buy online wherever it's cheapest.

Also, the item needs to be sold by amazon itself - even if it's shipped prime. That's unfortunately easy to overlook.