For most everything I'm giving as Christmas gifts this year, Amazon has the best (often tied for the best) price. Things from Apple are cheaper on Amazon than from Apple (Airpods Pro 3, M4 Air, etc.)

Predictable delivery, easy/generous customer service, best/tied-for-best price, excellent selection. I'm not sure which part of that is uncompetitive...

(If you know a better price on Airpods 3 Pro or a base M4 Air, do let me know as I'm always happy to save money.)