Bests & Worsts Reviews from Amazon

I am glad I borrowed this book from the library instead of paying $ to buy it. We have a merchant store on Amazon for 4 years. This book has not told me anything that I didn't know. I finished the book in 3 hours, granted I skimmed through a lot of it because I already knew the stuff. But it sounds more like an advertising for Amazon as it keeps talking about these sucessful Amazon sellers. Well, I wonder how many of them actually compete head on with Amazon. They talked about a seller saying that it is not a problem competing with Amazon and don't think Amazon will drive them out of business. But they don't tell you the truth!! If Amazon gets into a product, they get the buy box almost 95% of the time even if they are not the lowest price seller. Then of course the book didn't talk about how ruthless Amazon is in driving out competition, that they will match the lowest price of any seller (may be except for the book category) before shipping, instead of the overall price. We have in our experience seen Amazon sell an item cheaper than wholesale cost, and we called the supplier and verified that the price they sell to Amazon is indeed higher than what Amazon is selling at. In other words, Amazon is the 10,000 lb gorilla that will squash the competition even by losing money on the sale because Amazon can afford to. Therefore, if you are a new seller and want to get into selling on Amazon as a business, don't let this book fool you thinking that it is easy as long as you have great customer services. It also don't tell you that A-Z guarantee is always on the side of buyer no matter what form of confirmation you have. All in all, this book is for someone with no experience selling on Amazon at all. The only thing I found useful was just some tips on marketing.