Amazon has built its brand on being a trusted partner for retailers and consumers alike, a place where consumers feel they can find the lowest price and brands and manufacturers benefit from an open platform model that connects their goods and services with millions of consumers.
As more brands get wise to how partnerships are benefiting Amazon and allowing the retail giant to compete on customer experience, and as consumers encounter more expensive, less predictable features, Amazon may be facing a crisis of trust for the first time in its history.