"If they go to 10 cents, I'll go to 9 cents," Overstock CEO Patrick M. Byrne told CNET on Monday about his plan to continue to undercut Amazon on books.
On Thursday of last week, Overstock sent out a daring press release announcing that it would beat Amazon by 10 percent on its books.
On Friday, Amazon appeared to match those prices.
"Not true," CEO Byrne insisted. Byrne explained that Overstock dropped the prices of 360,000 titles ("three times the size of Barnes & Noble's stock") by 10 percent below Amazon. According to Byrne, Amazon matched those prices on a few thousand. "On the books that people look at, they dropped their prices below ours. But on Friday, we dropped our prices even on those 10 percent again. So we're back to 10 percent below [Amazon]."
Amazon has not replied to requests for comment.
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