Heck, I’ve heard the argument “We’re in retail [or insert other fittig market segments here] and Amazon is a direct competitor. Why the heck should we give them any money or any data*?” several times from several companies.
(*Where data not necessarily only meant giving them “company data” but e.g. also metadata about usage, etc. which cannot be avoided and which might give Amazon some insights)
Nintendo in my experience:
Physical: Get it right on release day (or in the first week after) in retail for about 40€, otherwise you will have to rely on rare good retail discounts to get it below 55€
Digital: Don’t you even dare to think about discounts