When expanding an Amazon-first product into brick-and-mortar retail (e.g., Walmart), create a differently-sized SKU exclusively for the retail channel rather than shipping the same size sold online.
Identical SKUs across channels let customers or bots directly compare in-store and online prices, risking Buy Box conflicts or the appearance of price inconsistency. A distinct pack size makes direct price comparison impossible and gives each channel its own pricing logic.
The seller treated roughly 6 months of pre-built retail-SKU inventory as a sunk cost going into the Walmart launch — accepting the up-front capital risk of a distinct SKU as the price of avoiding channel conflict. See Omnichannel "Meet the Customer Where They Are" Brand Strategy for the broader expansion this tactic supports.