Sublime

Products make identical claims and have similar features. Pricing often doesn't help frame value—similar products can have very different prices for non-obvious reasons.

In the real world, the best way to finalize price is to try different price points. Out of all retailers, Amazon is known to be most aggressive in varying its price over time, finding the optimal balance between price and volume.

cheaper

Are you more expensive, less expansive? • Do you offer better or faster service? • Do you guarantee the lowest price? • Do you match the lowest price your customers can find?