If that happens the customer would just complain and in time we'd lose the trust in the store. So, no, the incentive is most definitely on Amazon to get it righ

If that happens the customer would just complain and in time we'd lose the trust in the store. So, no, the incentive is most definitely on Amazon to get it right. If they don't, they won't last long. Just imagine news stories with people that later noticed that they "purchased" items that they didn't leave the store with. It would be a huge mess.