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After reading the article it looks like this is an early stage of Amazon trying to deal with the confusion and mess that the Amazon Marketplace is causing.

I sincerely hope they get that mess figured out.

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It does seem that way, but it feels to me that the better option would be a brand exclusive initiative where either the brand is the sole seller on Amazon OR Amazon themselves is the exclusive seller.

What's actually happening is that Amazon wants to be the only seller and is trying to strong arm popular brands selling directly on the platform.

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