Yes this sounds like an antitrust situation to me (I know they are not technically a monopoly but different countries have different takes on these laws so it's

Yes this sounds like an antitrust situation to me (I know they are not technically a monopoly but different countries have different takes on these laws so it's worth considering why they exist). A phone wholesaler with a retail business will be broken up since it is a problem for their other retail customers. This is quite similar where Amazon is acting as both the provider and a retail customer competing against their other retail (marketplace business) customers, with a number of advantages. Having them forced to provide services at arm's length, at published costs, with audited public books and no inside information would level the playing field. They probably already account for advertising "spend" internally anyway if they're smart, since as another poster alluded they miss out on PPC when someone clicks on an Amazon product so need to know what it cost them.