That's not really right, though.  Amazon is a store.  They should have the right to purchase books at the rate they can negotiate and sell the books for the price they feel the market can support.<p>MacMillan, on the other hand, is trying to force retailers like Apple and Amazon to sell them for the same price, eliminating competition and create artificially high prices (aka price fixing).  And really, trying to argue that price fixing is good for consumers is a very difficult position to defend.