I'm not so sure about this. Customers already are familiar with purchasing on Amazon. So if anything, Amazon increasing advertising for your product will only i

I'm not so sure about this. Customers already are familiar with purchasing on Amazon. So if anything, Amazon increasing advertising for your product will only increase demand for that product. And that same customer who made the choice to purchase at your store should still purchase at your store since that choice was there to begin with and they already chose your store. The only difference would be if that customer was not familiar with Amazon's offering prior to purchasing at your store. But only until we get concrete numbers and evidence can we conclude if that number who will be driven to Amazon would balance against the customers who are driven by advertising for more demand towards your store.