I note that most of the rebuttal of this concept focuses on the Amazon example rather than the concept itself. As an opportunity for a start-up or less well-kn

I note that most of the rebuttal of this concept focuses on the Amazon example rather than the concept itself. As an opportunity for a start-up or less well-known product company to secure distribution through other sites, this may be a beneficial point of differentiation. The flip-side is that this new company would be choosing not to position its brand with the end consumer, as Amazon does, but rather with the various website hosts, like whatever company provides Store-Brand sugar and flour for your supermarket. This isn't a bad thing, though it means the business runs the risk of being overtaken by a company that builds its brand with end consumers through the affiliate route.