It strikes me as a rather naïve analysis. Amazon are ruthless entrepreneurs, making every deal they can. If someone else opened up their internal services, not

It strikes me as a rather naïve analysis. Amazon are ruthless entrepreneurs, making every deal they can. If someone else opened up their internal services, nothing special will happen. Making your distrubutors fill your warehouses without paying them, since you have relabled the business relationship and adjusted the margins somewhat, and getting away with it because you more or less own the market - that's the sort of deals you need to make.