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Amazon can now deliver many things in one or two days, so Walmart has to have lower prices for the many customers who can wait. Similarly, Amazon has to undercut Walmart’s grocery prices if it’s going to stake out any significant portion of that $800 billion market. For shoppers at either of these two retail giants, this can mean lower prices, but it’s also forcing manufacturers and suppliers to rethink how they do business.

Consumer brands have been increasingly dedicated to figuring out ways to deal with this pricing war, one executive told Re/code, noting that “it’s dominating the conversation every week.”

Though Amazon made headlines this week for gathering some of the biggest packaged food brands together to pitch them on the idea of frustration-free packaging, as part of a push to attract more customers to online shopping instead of buying in physical stores, Walmart…