The question isn't "what splits could you make", but "what concrete benefits and downsides are there from making the splits". Splitting AWS off basically has n

The question isn't "what splits could you make", but "what concrete benefits and downsides are there from making the splits". Splitting AWS off basically has no impact since they are already run as pretty separate entities and AWS already sells to external customers. Your example of Amazon Logistics also already exists, it is called Fulfillment By Amazon. Amazon the website also lists plenty of things from other merchants, so again, is already provides services to other players. Maybe there is some subsidization going on here that forcing Amazon to ensure everyone is treated equally and doing proper accounting would expose, but everything we know about Amazon is that they already do this internally, which isn't surprising since every business unit in every large company needs to show how they benefit the company and "charging" internal customers the external price is an easy way to show value. As far as I can tell, the only piece of this that isn't available to external parties is the data on consumer habits.... but people have been complaining about fast followers long before Amazon, and you can usually make a good estimate about the market just by looking at the volume of reviews. I mean, there are cases, e.g. Diapers.com where Amazon has clearly abused its market power, but that seems like a thing we could handle directly with laws declaring that large companies cannot sell products below cost, with proper accounting for all of the fulfilment/etc services they use.