Chapters/Indigo needs to align their online/instore customer experience if they're going to fend off Amazon. The company as a whole, does not price match.

Does chapters do price match?

When you purchase items online, we ship directly from our warehouse to you. That means we can bypass the significant costs associated with maintaining the store experience you love and pass those savings on to you. In-store, you'll find our price will match or be lower than the publisher's list price.

What stores will price match Amazon?