I somewhat disagree here. There is heavy competition, and Amazon might be ahead of the pack, but for most puny businesses there are alternatives. One serious screwup and all of those puny businesses would abandon Amazon for something else, because the other major players would publish it everywhere.<p>The Netflix&#x2F;Amazon relationship reminds of the &quot;you owe the bank $100, the bank is your problem, you owe the bank $1bil, you are the bank&#x27;s problem&quot; sentiment. Netflix is probably such a big business that they are dependent on each other.<p>On the other hand, Amazon seriously screwing a small business would be like a bank failing a normal customer&#x27;s withdrawal from their deposit. The second that information went public, the bank would essentially be dead.