The Alternative is going back to eCommerce where individual shops put up their own web site, market their own website and are liable for their own website (and have control over their supply chain)
Today since the build of consumers are on Amazon if you are a retailer you need to be one Amazon, and if you want access to Prime Customer you need to use Fulfillment by amazon, Where now you loose control over your supply chain due to co-mingled inventory
So even if I have a stellar reputation as A+AcmeMerchant, and customers look for my store on amazon they are not guaranteed to get the product that I sent to amazon, no they could get JoeBobScammers Product even though it was sold "by me" and fulfilled by amazon
So I will not go as far as to say amazon should be liable for ALL sales, but I do agree that any Sale that is shipped from an Amazon Warehouse they should be liable for. They choose to comingle all of their inventory they should face the liability
The online marketplace have more accountability. You know who you are buying from. Buy from name brand and you get name brand. Buy from nane brand (did you notice the n not M?) and you get from nane brand. This gives name brands lawyers someone to send their lawyers after and traceability if there is fraud. With Amazon cominguled good you don't know where the counterfeit came from so you can't play wack-a-mole with fraud. It just keeps happening.
Today since the build of consumers are on Amazon if you are a retailer you need to be one Amazon, and if you want access to Prime Customer you need to use Fulfillment by amazon, Where now you loose control over your supply chain due to co-mingled inventory
So even if I have a stellar reputation as A+AcmeMerchant, and customers look for my store on amazon they are not guaranteed to get the product that I sent to amazon, no they could get JoeBobScammers Product even though it was sold "by me" and fulfilled by amazon
So I will not go as far as to say amazon should be liable for ALL sales, but I do agree that any Sale that is shipped from an Amazon Warehouse they should be liable for. They choose to comingle all of their inventory they should face the liability