That's an interesting thought experiment. At the high level, Amazon is also primarily a logistics and pricing company. They could also license their tech (or

That's an interesting thought experiment. At the high level, Amazon is also primarily a logistics and pricing company. They could also license their tech (or white label it a la Shopify) and make a lot of money, but they realized at some point that owning the user relationship was key to unlocking more value than just owning the tech.