They already do. About half the time the prices I see on amazon are higher than buying directly from the manufacturer or from another online store. One example I saw recently was this lego set (https://www.amazon.com/LEGO-Penguins-Love-Building-Set/dp/B0...) which cost over $50 on amazon, I checked lego.com and it was $15.00! (they included it free with a large purchase too!). It's $20 here (https://bricksandminifigsontario.com/products/40886-penguins...)