Comment by ChuckMcM

I'm thinking this will be one of the ways that Amazon can be "disrupted." If Walmart (for example) re-tooled their online platform such that they kept counterfeits out and rapidly identified bad actors, the trust in their platform could grow against the name recognition of Amazon. At that point Amazon would be stuck playing catch up and that makes it hard to innovate. Also, its possible a completely new brand could be born, sort of the 'Angies List' of online retail.