Exactly right! The big box stores like Home Depot, Walmart, etc. have the buying power to go to suppliers and say "we want the best price" and they buy in enough volume to get it. The suppliers want to move product, they are willing to make less per unit when there is enough volume and guaranteed sales to make up for it.

Going back to the original post explains why many people still buy their 22 ammo at Walmart. They are usually the cheapest you are going to find because they buy a lot of it! Comparing prices from our gunshop the local Walmart often sold ammo at the same price or just a few cents more than we were able to buy it from a distributor. Guns were often the same deal, their selling price was too darn close to our wholesale purchase price. We competed mainly by carrying different models and brands and offering gunsmith services. Certainly couldn't compete selling the exact same ones Walmart had, money talks and American consumers seem to always be looking for price as the number one selling point.