I don't really see why this is necessarily unfair, unless there is literally no other way to reach consumers other than through Amazon: shouldn't their own product pages show up in Google search results, for one, not to mention other online stores?
I was responding to the parent comment calling the arrangement as described in article unfair.
is this a useful standard? this is ostensibly always true - if nothing else, you can grab a sign and walk into any populated area to 'reach consumers'.