I’d be curious to know what proportion of Amazon shoppers actually grok the fact that Amazon is a marketplace of many sellers. I was a longtime Prime member un

I’d be curious to know what proportion of Amazon shoppers actually grok the fact that Amazon is a marketplace of many sellers. I was a longtime Prime member until last year, and spent a good amount of time discussing my concerns about the platform with family and friends before ultimately canceling. My impression from those conversations is that many folks just see Amazon as “Amazon” and have no real concept of who they’re actually buying from. A physical market in the real world makes it incredibly obvious who you’re shopping with, and that it’s independent of the marketplace itself. Amazon’s UI is clearly designed not to make this distinction, so marketplace seller behavior reflects more on the Amazon brand than it might otherwise.