Amazon copying products/rigging search results

Rossman raises some interesting points here that got me thinking.

I wonder if we need to split companies up that want to play across too many layers - Amazon owns the (1) infrastructure platform (AWS), (2) the marketplace (Amazon.com) and (3) is creating products in the marketplace.

If that were the whole story it might be ok. From the Reuters article it would seem that Amazon uses marketplace backend data to benefit their product design. Add to that Amazon.com's dominance and gravity and I have a problem with this.