If Amazon can't sell an "Amazon Brand" that competes with other sellers on it's site, the Trader Joe's should not be able to sell wine that competes with the other branded wine in it's own stores. Nor should Target be able to see it's Good Stuff brand (or whatever it is) that directly competes with other things it stocks.
Similarly, if Amazon is going to be barred from having people pay to be the top of search results than Safeway should be barred from having companies pay to have their items placed on the end shelves.
This shouldn't be about just Amazon.