5,709 karma · joined October 24, 2010
There are certain plugins that deliver so much value that developing and maintaining them yourself is nonsense for most devs out there. Unless your agency manages thousands of plugins and you have some very specific needs, you don't need to re-implement everything from scratch. Even then, it's probably far cheaper and easier to re-use their GPL code as the basis for a less bloated plugin rather.
Plugin devs can generally NOT be trusted with seamlessly integrating their plugins because it usually leads to all kinds of dark patterns and poor UI for WP as a whole. WP.org's strict plugin guidelines is one of the main reasons why plugins behave relatively well considering how huge the WP.org repository is.
The difference is that Amazon is exceptional at tech and has the marketplace to implement and improve their solution over many years. Hopefully Amazon's solution becomes cheap and easy to use for even small brands (but realistically it only needs to be less expensive than the cost of counterfeits to be adopted).
If Amazon's Transparency is REALLY GOOD, they could offer it as a service through AWS. There's an enormous demand for this sort of solution.