I think the big difference here is who takes on inventory risk. If a traditional retailer wants to buy something wholesale and then not sell it because their pr

I think the big difference here is who takes on inventory risk. If a traditional retailer wants to buy something wholesale and then not sell it because their price is too high, then well, they bought the product and it's their problem to deal with. In the Sold By Amazon program, it sounds like there wasn't a volume minimum or an actual purchase-for-resale going on. The inventory isn't on Amazon's balance sheet at all, if it doesn't sell then that's someone else's problem financially.