Amazon is all about being the number one. They want to be innovators and market leaders in the e-commerce business and they do it by pressing suppliers, creating ecosystems and offering unbeatable prices. A lot of businesses are in trouble because of amazon... but that is nothing bad for me as a consumer. I get my books cheaper and with the amazon e-reader at the cheapest price possible. If some business do not want to have their products on Amazon, the y probably do not want that their product exists at all.