Contrary to what you might think, Amazon DOES NOT always have the cheapest prices!
Although Amazon does not care enough about its merchants to stop from undercutting them, still to do so on every item would be counter productive. Therefore they are bound to a minimum price level.
AmazonEnemy is not bound by anyone, and can offer prices lower than Amazon or any other retailer for that matter.
Why does it seem like EVERYONE thinks Amazon has the cheapest prices?