Regarding chronology, FWIW, this is a final year project for a group in a class of 2011. The concept would have been developed in summer and fall of 2010 and a prototype implemented in winter of 2011. First mentions of Amazon lockers are from late summer/early fall of 2011.
That's great, but does that matter much? This isn't academic research where novelty is the key. They are trying to build a business, and there is clearly good potential for a business in this area. And at the very least, it will be good to have competition in this space.
The argument is that Amazon controls 30% currently, so 70% is "fair game".
It's a pretty weak argument considering that Amazon has the infrastructure muscle out someone like Bufferbox, if there is no distinct competitive advantage for the startup.
I think it depends on the agreements Bufferbox can get with the buildings. I'm not familiar with these types of agreements (eg Redbox kiosks, vending machines may be similar), but I can imagine that non-competes with multi-year terms are a possibility. Especially if Bufferbox itself will pay for the initial costs.
If that is the case, then Bufferbox is in a more defensible position.
Amazon lockers offer a solution for Amazon only products. This is an open platform all carriers to use, in addition to the other 70% of eCommerce sales in Canada.
For a long time Amazon fulfilled only their own products (and some large partners) from their warehouses. Now, it's offered to everyone as Fulfillment by Amazon service. No doubt Amazon will offer the locker service, if the market is there.
You're right. Their marketplace model has been built out. Amazon's use of the locker system is an incredible opportunity and as exceptional validation of the technology.