Amazon obviously feels they are now big enough and dominant enough in online commerce that they don't need the additional traffic affiliates provide. It seems

Amazon obviously feels they are now big enough and dominant enough in online commerce that they don't need the additional traffic affiliates provide. It seems that the common prevailing view (at least in the US) is that Amazon is some great, insurmountable e-commerce powerhouse. I'd argue that the UX of their core product (the Amazon e-commerce website) continues to be lacklustre and is an opportunity for a well-funded, strategic competitor. One example: try to find the list of all microwaves that Amazon sells and sort them by lowest to highest price. You can do a search for 'microwaves' and get a 'relevancy' list of products but it's filled with accessories, microwave adjacent products and other such junk. Key things that users would want to do are difficult and have been for years. The scale of their business and offering has made them complacent to issues such as this.