It's a different situation in retail than what goes on with the amazon website. It's not a marketplace in the sense amazon is, brands are leasing specific shelf space. They pay an agreed upon price for these shelves and that's what they receive. Amazon doesn't abide to anything like this. To use a target example, it would be like they just threw all the third party stuff to the back of the store and only left the target brand stuff at eye level in the aisles, when that's not the case since the third party stuff has the best placement in the store. Brands typically pay extra for prominent shelf space position right at eye level and receive it, they aren't getting worked here by target like brands are by amazon when their results are pushed below the fold in favor of amazon basics products.
