This practice is anti-consumer and pro-Amazon. The "fair pricing rule" means the Amazon-related costs of doing business are spread across all a business' pricin

This practice is anti-consumer and pro-Amazon. The "fair pricing rule" means the Amazon-related costs of doing business are spread across all a business' pricing rather than only the Amazon-sold merchandise. This can mean higher prices for non-Amazon customers. This benefits Amazon, has some (possibly small) negative effect on margins and/or sales for the business, and costs customers more. The best you can argue for is that if you are an Amazon customer, you're paying less for the convenience of Amazon than you would be otherwise; but it's not clear that's a net win for consumers at all.