The Associated Press is reporting that GSI Commerce has agreed to adopt changes in its pricing practices after New York Attorney General Eliot Spitzer accused the Internet services company of going “too far when it manipulated the prices of competing sporting goods stores.”

GSI Commerce manages the e-commerce websites for New York-based Modell’s Sporting Goods, along with many other major retailers in the sporting goods business, such as The Sports Authority, Dick’s Sporting Goods, GI Joe’s, MC Sports, and Dunham’s Sports, as well as sites for Reebok and adidas.

The AP report said that GSI agreed to “adopt reforms that enhance competition among retailers and protect consumers under an antitrust agreement with Spitzer.”

“The great advantage of the Internet is that it helps consumers compare products and prices,” Spitzer said in the report. “Our action in this case helps ensure that consumers will have the ability to do just that.”

At issue is Spitzer’s contention that while the individual websites appear to be run by each retailer, GSI is the actual operator of the sites and sold product directly to consumers. Spitzer alleged that the fact that GSI had final word on product pricing on the websites could lead to price coordination among the various competitors that use GSI Commerce as their e-commerce partner.

Spitzer apparently felt that consumers could end up paying higher prices on a company’s website if they were not made aware of in-store discounts or pricing.

Under the agreement reached with the AG’s office, GSI will be obliged to provide more information to consumers about its role as each retailer’s e-commerce partner, while taking steps to not limit competition between its partners. The AP report said that GSI agreed “not to transmit price information between competitors or coordinate pricing.” They will also apparently provide more visibility of store-based pricing and promotions to consumers.

GSI Commerce has also reportedly agreed to pay $30,000 for the cost of the AG investigation.