Now I have to check every single purchase I make on Amazon to see, even if it's fulfilled by "Prime" if it's actually sold by Amazon and if I have a problem, do I get Amazon's customer services, which is generally good, or, do I get a random third-party seller's customer support which is generally pretty shit. Not sure this really is all that great for consumers at the end of the day.
To complete the thought - people who don't run an eCommerce offerings generally have no idea how high the overhead is. So many shitty customers who defraud the sellers, return products for no good reason, return broken products, returns bricks in place of a product and still expect a refund, use stolen gift cards, use their wife's credit card and then file a chargeback, whilst holding onto the goods anyway. It's not that great competing on an "even" footing with a huge multinational who has teams of engineers working on preventing abuse from shitty customers. Maybe Amazon buying direct from them and selling to customers is a pretty sweet arrangements. Not like that's exactly what WalMart and Target do anyways - if you can get a deal with them to be on their shelves.