Maybe you're right about capital. But branding - sure if you have $100M to advertise your product, you have branding power in the classic sense(cola/soap). Bu

Maybe you're right about capital. But branding - sure if you have $100M to advertise your product, you have branding power in the classic sense(cola/soap). But branding on the Amazon platform is of a much weaker form, more tied to reviews, and with a good product, it's not that hard to get those. And the other case is of course of the $100M brand - he has the brand, not the reseller.