The more I think about this the more I focus on the Amazon case. Amazon's core competency is logistics. They would not exist at anything like their current sca

The more I think about this the more I focus on the Amazon case. Amazon's core competency is logistics. They would not exist at anything like their current scale if they couldn't do 2-day delivery. That's what really gives them a leg up vs doing a Google search, finding a small e-commerce ship that sells what you want, and getting the product. Breaking that into an independent service-- if it's possible at all-- would have far more impact, and possibly more positive impact, than anything involving house brands or an ec2 split.