Wal-Mart gets their "own" model numbers so that they don't have to match advertised prices from other shops. Wal-Mart is fairly unique in that they sell pretty much everything for low margins. They typically do not do "loss leader" sales, because they do not make a high enough margin on anything else in their store to make up the difference. Plus, they don't really need to entice their customers to visit their store. Gander/Bass Pro/Cabelas/Local shops will have sales where they make zero profit from a firearm and work like crazy to make sure you buy cases/safes/scopes/cleaning kits/ammunition at healthy margins. Wal-Mart will price match, but they don't have to if they have an exclusive model number. This means that Wal-Mart will have the best "every day" price on guns, but they may not beat gun shows or sales at your local gun shop/sporting goods retailer for similar (but not exact) models. It also applies to electronics and other high-ticket items; Wal-Mart prices are pretty much always lower than other retail prices, but not always lower than "sale" prices. Since Wal-Mart is the biggest customer to all of their suppliers, they can both make the rules (Low price guarantee...) and circumvent them (...for same model...) at the same time.