Amazon didn't invent this, they are copying from B&M retail. So they're all bastards. It's unfair to single out Amazon. Some of the stores do this because they

Amazon didn't invent this, they are copying from B&M retail. So they're all bastards. It's unfair to single out Amazon. Some of the stores do this because they have the market reach and leverage to do so. Some of them switch to this out of desperation. Two recent and famous examples that I can think of are Fry's and Toys "R" Us. Now they didn't do it as a proactive strategy, but still. I believe Best Buy is an example of a successful retailer using this sales model.