I'm honestly not sure if they're entitled to fairness. Sure, I guess they choose to use Amazon so they could just as well choose not to. But Amazon's massive market presence means that small sellers could take a huge hit by not being a part of it. Sometimes their livelihood depends on their Amazon sales.

But now that I brought it up, I feel like that's a different issue than what's being mentioned in the article: Amazon gadgets getting promoted on Cyber Monday. By itself, the whole issue the article gets after doesn't seem like a big deal to me.