Amazon and the Federal Communications Commission are set to make their first major push for online retailers to sell discounts at low prices, as part of an effort to encourage more online shopping.
Amazon is selling $50 off a single $50 purchase with the coupon code michaiels, but only through Wednesday.
The discount is available for an extra $20 off a purchase of $75 or more.
Amazon’s deal is being called the first major effort by the two companies to encourage online shopping at low-cost prices.
The companies are pushing back against the push by Apple to lower prices at retail stores, saying the company is selling the discount to lure consumers to their own stores.
Apple has long pushed for the companies to be allowed to discount their products online at lower prices, a practice called “zero-price,” which allows consumers to buy a product online at a price lower than that offered at a physical store.
Apple, however, has been against such a move, arguing that it would be unfair to charge consumers higher prices at stores where they have a direct line to a product, while giving the products away for free to people who might not want to buy them.
Amazon has said that it wants to push online retailers, which often offer products at discounts, to offer discounts to customers at all times.
At its recent earnings call, Amazon said it was exploring other ways to make online shopping more convenient, such as letting customers shop from their phones or pay in person at a location like Whole Foods.
It also is exploring selling products directly to customers who may not want them to go to a physical retailer.
“We believe that there are opportunities for other retailers to take advantage of this opportunity,” said Paul Giamatti, Amazon’s head of consumer technology.
The commission said it would not require retailers to offer the discount, but will take steps to ensure that the discount offers are valid and consistent.
The move comes as online retailers are seeing an increase in the number of consumers who opt to pay in-person at a store, even as they continue to struggle to compete with brick-and-mortar stores.
While Apple and Amazon are pushing the industry toward a zero-price approach, the companies have been working to encourage customers to shop in-store.
In October, Apple and Google launched a partnership to offer discounted products at Whole Foods stores.
Google has also offered a limited-time $50 discount for in-stock products at its stores.
Other companies, including Target and Macy’s, have been offering discounts on a limited basis for customers who shop at their own locations.
Target has also been offering its customers a free 10-day trial of its MyFitnessPal app.