I don't think anyone is surprised, but they're worried about the scale. Amazon encompasses more of the ecommerce market (approaching the majority of all ecommer

I don't think anyone is surprised, but they're worried about the scale. Amazon encompasses more of the ecommerce market (approaching the majority of all ecommerce) than any individual retailer covers brick-and-mortar, by a large margin. IIRC even Walmart is only ~15% of physical retail, Amazon is >40% all ecommerce. Personally I think all store-brands should be stopped. These companies should have to choose between being the marketplace or being the product and should have to diverge if they're both.