They aren't, yet.
Reminds me of WalMart as a channel before I like sales, and how Walmart crushed people with a paradox. You couldn't be competitive without selling through WalMart, but if you did a deal with them the following pattern emerged:
1) you had to greatly ramp up your production capability to meet their demand, often overlevering yourself
2) they understood your costs better than you, and offered only the slimmest of margins. There was one Walmart and many of you.
3) once they established your product, they'd put a generic in place and cut you out completely (leaving you with over leveraged and unused capacity).
I feel like eventually Amazon is going to take out a whole lot of businesses in the supply chain. After that happens they can increase the prices (and margins)
Reminds me of WalMart as a channel before I like sales, and how Walmart crushed people with a paradox. You couldn't be competitive without selling through WalMart, but if you did a deal with them the following pattern emerged:
1) you had to greatly ramp up your production capability to meet their demand, often overlevering yourself
2) they understood your costs better than you, and offered only the slimmest of margins. There was one Walmart and many of you.
3) once they established your product, they'd put a generic in place and cut you out completely (leaving you with over leveraged and unused capacity).
I feel like eventually Amazon is going to take out a whole lot of businesses in the supply chain. After that happens they can increase the prices (and margins)