Amazon Introduces 'Tell us about a lower price'

If you go to one of the Amazon product pages and look at the bottom of the 'Product details' you'll notice that further opportunites for providing feedback have been added:

"Would you like to update product info, give feedback on images, or tell us about a lower price?"

The last one is particularly interesting because it gives a clue how Amazon might enforce Price Parity across the board without investing huge resources. Simply, it looks as if they are going to rely on customers and other sellers to report - in many cases unwittingly - those who are violating the Price Parity policy.