Ask HN: Why do companies sell products cheaper on Amazon vs. their own website?

Why do companies sell products cheaper on Amazon than on their own website? It would seem better for companies to at least price their products on their e-commerce website the same to build a direct relationship with the customer and not pay Amazon a cut.

When I'm buying a product, I often go to the company's website to learn more. Often, I'd like to buy from them directly. But then I find that their same product is 20-30% cheaper on Amazon. It's like they almost don't want you to buy directly from them.