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Actually, access to use the platform is what you are buying. In fact, Bezos gives the products you are interested in to you for free as an incentive to buy into using his platform. He then, of course, is able to use the proceeds from you buying into using the platform to pay for the product he gave away to you for free, and keeps some for himself to justify operation of the platform.

If that particular platform doesn't interest you, why pay for it? As before, the store down the street probably sells the same thing. There is nothing I know of that Amazon sells that you can't also get somewhere else.