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This is what inevitably happens when you centralize power/authority/buying options for consumers. Amazon can make or break a business/product line. Centralization also makes it much easier for those who are willing to cheat their way to the top.

To a certain extent Amazon's dominance has also directly led to the Web being filled with listicles. It's much easier to write up a list of "recommended" products when all of your referral links can point to Amazon, which is a trusted source of ecommerce for a majority of Americans. It would be much harder for listicles to be as profitable if consumers had 10+ Amazons to choose from when doing their online shopping.