I think many of us have a love/hate relationship with Amazon.
They do some really great things. They offer fantastic customer service, low prices and super fast reliable shipping. They have a great movie streaming service that allows artist innovation & independence in original filmmaking. Their cloud servers are scalable & affordable... and of course, all these things are the worst if you're competing.
Even if SMBs have a successful site of their own, it may also be wise to have a presence at Amazon Storefronts or risk being invisible.
Of course, it's a marketing ploy for Amazon, but, you have to admit, it's now grown so large that it's difficult to ignore the opportunities. No, i've not fallen for the hype, i'm a realist. SMBs cannot compete with the marketing muscle of Amazon, and, in any case, it's become a destination in its own right.
It has a great system, and yes, it may end up competing, but, surely, for an SMB it's just as important to take advantage when the opportunities arise.
They offer fantastic customer service, low prices and super fast reliable shipping.
The pricing aspect is one i'd challenge more frequently: I've noticed Amazon is not the cheapest, so it's worth looking around.
Often I find a lower price on eBay, but choose Amazon because of their 'no questions asked' return policy (for Amazon sold products, not the 3rd party sellers.) Also, in my area as a Prime member, they deliver 24 hours a day, inside my building, to my door.
I sometimes don't trust sellers on eBay even if they are less expensive.