I worked for a small health products reseller around 2008 that had stores on Amazon, Yahoo (when that was a thing) and other marketplaces. It was well-known th

I worked for a small health products reseller around 2008 that had stores on Amazon, Yahoo (when that was a thing) and other marketplaces. It was well-known that any exclusive distribution deals between the health products reseller and manufacturers had a very short life: if the product was profitable Amazon would go around the reseller, negotiate a better deal, and sell it themselves. Fast forward to today, and companies that are direct competitors with Amazon (like Netflix) are completely committed to AWS. Amazon is watching, learning, and evolving from every piece of data they can get their hands on. What better way to learn about your business model than to watch them being tested and deployed on their infrastructure? I'm not specifically pro or anti Amazon...but I find it surprising the C-suite of most organizations seems content to think of AWS as a separate business un-related to the business that is actively trying to corner the market they are competing in.