I have lukewarm feelings on the issue, but the difference to me is that BigBoxCo isn't selling counterfeit products in their stores, which means their brands ha

I have lukewarm feelings on the issue, but the difference to me is that BigBoxCo isn't selling counterfeit products in their stores, which means their brands have to compete on price/quality with the rest of the store, even if they are "pushed". With Amazon, the presence of counterfeit items, especially due to shared inventory, etc. means that even if I wanted another brand, I can't guarantee that I will even get a genuine item. This gives Amazon brands a huge advantage they wouldn't have at a big box store.