Yeah, this is essentially outsourcing the part that's hard for Amazon to do -- operating a retail store -- but allows Amazon to benefit from all that sweet, sweet data.

And as you point out, any time Amazon strikes up a "partnership" with outside parties, its ultimate goal is to conquer or cannibalize them.

Businesses should approach partnerships with Amazon with the same level of skepticism/trepidation as Native Americans signing a treaty with the U.S. government 150-200 years ago.