The consumer is Amazon’s end customer, not the seller. Amazon sellers can and do take a loss to sell on Amazon, and ultimately the seller's fate is of no concer

The consumer is Amazon’s end customer, not the seller. Amazon sellers can and do take a loss to sell on Amazon, and ultimately the seller's fate is of no concern to Amazon. Again, they don't have to sell on Amazon to begin with. I buy plenty of bike parts, for example directly on their site and they're not even offered to Amazon to begin with.