I don't think it's that simple. I've heard stories of Amazon doing data analysis on its own marketplace, coming out with competing products for ones it think it can make a profit on, and putting them above the 3rd parties in search results.
That wasn’t invented by Amazon, Many retailers do this. Grocery stores white label. REI is another great example, they run data analysis on what sold the most, what features were searched for most and built their own products.
