Martin Ice Web is so right. 100% spot on. What is Google thinking? Write a subset to their search algorithms that say only one web site url per 50 search results...let the little guys in more to compete with Amazon and other larger established competitors.
I understand the "trust" factor - big box stores, mega big online only retailers , and the larger "established" older sites make for better search results (so they think). However, don't go overboard and allow these sites more than one listing per search term/phrase.