If big platforms like amazon find themselves liable if they cannot connect seller activity to real human beings and real businesses, they will have an incentive to fix their systems to stop those spammers churning out KYC'd accounts.
The platform will care about costs to itself. One of the advantages these large platforms enjoy over smaller ones is their ability to pass the buck on consumer law, to their benefit and to the scammers. By making it the platform's liability, always, this could start to change.
If the companies that think of themselves as large 'platforms' end up erecting barriers to legitimate business in the process, then that becomes their problem and is likely to result in more competition in the market from companies who act as actual stores themselves.
It's not 'so simple' but a liability change, and an end to exempting retailers like amazon from their retailer responsibilities could start to rebalance things.
The platform will care about costs to itself. One of the advantages these large platforms enjoy over smaller ones is their ability to pass the buck on consumer law, to their benefit and to the scammers. By making it the platform's liability, always, this could start to change.
If the companies that think of themselves as large 'platforms' end up erecting barriers to legitimate business in the process, then that becomes their problem and is likely to result in more competition in the market from companies who act as actual stores themselves.
It's not 'so simple' but a liability change, and an end to exempting retailers like amazon from their retailer responsibilities could start to rebalance things.