Consumers first need to add PriceLocal as a browser extension - it works with Chrome, Firefox or Safari - then search for a product on Amazon. A click of the PriceLocal button will send a price-match request to local stores. If a match is found, shoppers get a coupon to redeem at the store.

The extension works only with Amazon Prime products, which have free shipping, and is free to both consumers and retailers. Retailers are required to sign up to get price-match requests. PriceLocal plans to extend the program as a paid service to large national retailers, but local merchants can continue to participate for free, according to a company spokesperson.

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