I think Amazon goal is to control the customer.You can see that in prime, the kindle fire and the zappos purchase. From the shipping side , with it's prime pro

I think Amazon goal is to control the customer.You can see that in prime, the kindle fire and the zappos purchase. From the shipping side , with it's prime program they're so much better then other e-commerce competitors, that they won't gain much customer lockup by buying DHL(altought it might make them money), and they'll pay a big price. On the other hand , if they'll control the customer, they'll have enough market power to force DHL or some other shipper to their terms. And with today's IT system two companies can have deep integrations if they want.