Amazon and Walmart are in a battle for supremacy online. The winner will have consistently lower prices than the other and will win market share as a result. It is a tooth and tong war with each shaving prices to upend the other. The winners will be consumers. The losers are retailers who don’t have the marketing muscle of these two heavyweights. It is hard to stay out of the way because both companies carry a broad and deep inventory of consumer goods. Chances are virtually everything a store will sell is featured on Amazon and/or Walmart. The only upside for the smaller retailer is that some customers like to touch goods before buying them. The rest — and soon the majority — prefer the ease of shopping online and delivery of goods to their doors. It is uncertain at this juncture who will win the battle between the two, but it is interesting to watch as it changes the retail landscape.