It's a new website called Netotiate!
Netotiate lets you compare prices online and then make a participating retailer an offer!
That's right, just search for a product, choose a merchant, and name a price.
You can make the offer anonymously and a merchant can only make three counter offers.
The counteroffers can include a combo of price and incentives like free shipping or a coupon to use later.
Participating merchants include Glasses USA, Abe's of Main which sells cameras, and Ashford which sells watches.
You can also Netotiate for power tools, major appliances, computers and acccessories, and more.