I think it is the age old problem, of buyers visiting brick and mortar stores to handle and try out equipment, only to purchase from the least expensive, (lets be honest, . . . CHEAPEST!) online source. I think the manufacturer, (i.e. Ricoh Pentax) should support retailers who stock product, particularly demo equipment. However, . .
I'm sure margins complicate the picture. (pardon the pun.
) A retailer will promote a product where they can realize a greater margin, (profit). You can be sure the big boys (i.e. Canicon) are wheeling and dealing (volume discounts?) with the larger retailers such as Henry's. It is a fact of retail business. I very much doubt Ricoh Pentax (Canada) have the budget to play that game.
Lastly, Ricoh Pentax may not care where their equipment is purchased. As far as they are concerned, it may not make any difference whether equipment is sold on Amazon Canada, or a brick and mortar store. As regional distributor (i.e. Canada), I suspect they realize the same margin regardless of where the equipment is sold. They may get a little pissed at grey market sales, but they get even with no warranty coverage. Plus the low Cdn dollar makes U.S. purchases less attractive.
Just my 2 cents worth.