Amazon recently began reducing prices on merchandise sold by third-party sellers, ratcheting up its market share competition with discount stores, including Walmart and Dollar General. The company has started to display a new tag, "Discount Provided by Amazon." Price cuts so far have been a little less than 10 percent on goods sold by independent retailers. Amazon has been making the cuts unilaterally and absorbing the losses itself, in order to provide customers with lower prices on an increasingly important mix of products.