Reuters reports this morning that “Wal-Mart Stores Inc is within striking distance of matching Amazon.com Inc’s online prices for the first time, a key milestone in its effort to regain the ‘low price leader’ title … Wal-Mart has aggressively invested in making its prices more competitive against brick-and-mortar rivals since the start of the year.

“Now, the shrinking gap is also becoming noticeable across a broad range of product categories online, according to a price study conducted for Reuters, as well as interviews with pricing experts, retail consultants, vendors and company sources … Prices at Walmart.com are now only 0.3 percent more expensive than Amazon on average, according to the study by retail data analytics firm Market Track.”