Huh? Where did you look?
For formula, diapers, wipes, etc. Amazon didn't come close to Target, even without coupons. Amazon was like $23 for diapers that were $19.99 at Target. I've been a prime member forever, and wanted to use Amazon, but it easily cost 10-20% more, even with automatic ordering. Combine Target retail or sale prices with coupons and the 5% credit card discount and it was an unbeatable combo.