Amazon is challenging online bargain competitors head on by launching its own direct-from-China sales channel, in a strategic reversal that aims to expand its audiences and competitiveness by segmenting product sales
Direct-from-China removes the competitive advantages of Amazon fulfilment and Prime to create a two-tiered Amazon for ultra-low-cost goods, making core fulfilment more efficient and providing advertising opportunities
The new product aims to grow Amazon's reach and relevance to non-Prime audiences, adding value across the Amazon ecosystem: offering efficiency for sellers and lower prices for consumers
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