How to compete with Amazon without competing with Amazon

Follow the ARM chip model instead of the Intel model: create and oversee a commerce data packaging standard that allows manufacturers and distributors to "broadcast" catalog info on their site for search services to scrape (copy) and echo. "Store" sites can then form without having to generate content & run the entire show themselves.

Write the standards contract in a way that ensures participants won't be fleeced in the future. Participants pay a small fee for certification, and the right to use the trademark of the standard. This also resembles how the Android OS is licensed: One doesn't have to pay licensing/cert fees, but doing such makes "rouge" users appear dodgy, and they can't call it "Android".