I agree that the results are important, but in the amazon vs third party vendor the difference between the two parties are large.
One is much better capitalized than the other and enjoy many cost advantages. On product and price alone, many consumers would choose Amazon, all else being equal, including product placement. In short, since we haven't seen Amazon crushing equally well capitalized and competent white-label players like Anker, Amazon is only out competing inefficient firms.
Similarly, Walmart's "Grocery Store O's" are competing against P&G, which is a equally well capitalized firm. That is, the Cereal market is efficient and competitive, and winners win through distribution and market positioning. This is why P&G O's aren't getting destroyed.
The results you are witnessing - smaller firms getting taken out, is just a phenomenon of competition. I suspect as consolidation takes place, many large firms like Anker will be able to offer competitive product at competitive prices vs. Amazon Basics.
One is much better capitalized than the other and enjoy many cost advantages. On product and price alone, many consumers would choose Amazon, all else being equal, including product placement. In short, since we haven't seen Amazon crushing equally well capitalized and competent white-label players like Anker, Amazon is only out competing inefficient firms.
Similarly, Walmart's "Grocery Store O's" are competing against P&G, which is a equally well capitalized firm. That is, the Cereal market is efficient and competitive, and winners win through distribution and market positioning. This is why P&G O's aren't getting destroyed.
The results you are witnessing - smaller firms getting taken out, is just a phenomenon of competition. I suspect as consolidation takes place, many large firms like Anker will be able to offer competitive product at competitive prices vs. Amazon Basics.