[coffeevradar]

I think to the extent there's a bigger game it's that Amazon wants to present to its customers a minimally curated selection of products (and sellers) that includes the full gamut of what is available in the wider world.

If they are seen to offer this selection, shoppers will at least begin their product searches on Amazon. Even if many customers opt to eventually buy elsewhere, Amazon will end up with a substantial share of the purchases that result from the initial searches.