I agree with this, but it's also true that until recently Amazon usually had all those advantages and lower prices.

The change is meaningful both as a revealed strategy, and as a new datapoint about the fear of stores becoming "Amazon showrooms". For quite a while, it's been true that even after you're at Walmart or Target, comparing multiple items you couldn't evaluate well online, it was cheaper to drive home empty-handed and buy from Amazon - which is obviously unsustainable for someone. If that ceases to be true, we might see a more natural dichotomy where stores retain an edge on "see it in person" and "want it now" items while drawing back on their competition "any one will do, whenever" goods that are more convenient via Amazon.