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>But they have no reason to rush and use themselves as the guinea pig if they can offload that risk onto literally anyone else.

Not only that, Amazon would be literally paid by others to take over Amazon's own risk. This is such a nice play all around, they just need to manage not screwing it up somehow. But execution never was a weakness for Amazon imo, so I bet it will mostly go smoothly.



It will be interesting to see if any large brands take Amazon up on the offer.

If I was a major business, I wouldn't pay Amazon to be a guinea pig, especially when I see them unwilling to do it at their own major retail chain.




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