Amazon's prices have gone up while HMV's have gone down. But I do think it is too little too late. People have had it drilled into them by the media that online stores will always be cheaper when, in reality, HMV matches if not beats online stores these days. A new album on iTunes/Amazon will set you back £8.99/£9.99. HMV is often cheaper than this at £7.99. Not to mention you get a physical entity to hold rather than a few files on a hard drive.
Maybe they should advertise this on TV?? I haven't seen any HMV advert for ages. Also, Amazon have got some bad press recently, they should seize the opportunity in front of them!