Most of the items are discounted in the range of 25-40%. I have never paid full price for any item on Amazon. While this might sound miserly of me, if I had to pay full price I would just go and get it from the nearest store instead of waiting for 1-2 days.
Even if Flipkart and Amazon have similar prices, you will always notice that Amazon has a slightly lower price than Flipkart, Most of the items on Flipkart are fully priced and have negligible discounts. Same goes for Snapdeal. Although Snapdeal is cheaper than Flipkart. In terms of price I would say Amazon