Amazon.com doesn’t really know what it’s selling you

It’s important to remember that, first and foremost, Amazon is a retailer — which means it behaves like a retailer. If you’ve shopped at a department store in the last decade, you may have noticed that many of the staff are not employees of the store, but of the brand. So, for example, if you walk up to the Guess jeans stand, the person manning that stand is an employee of Guess, and can’t really help you with the Lucky jeans only five feet away. The on-line equivalent of this is letting third-parties directly host their products on your site. Naturally and expectedly, this is what Amazon does. However, the Internet is a whackier, more out-of-control space than the floor of your local department store. The result: thousands of banned, unsafe, or mislabeled products.

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Chris Richardson has strong opinions on just about everything. Just ask.