Yeah, yeah, absolutely right. And I think that we would always be advising people to kind of not rely solely on Amazon for your sales. Look to build that brand off of the platform, look to control traffic off of the platform by building assets like a strong Facebook advertising set up, a strong email list. All of these assets where you know, Facebook can still give you a slap and increase your costs significantly, and that could be a bit of a failure for you. But then you can kind of go lean on your Amazon and vice versa. You could then lean on your email list. So, whatever the case, I think the big lesson to be point looking at here is what's your risk right now about how many points of failure do you have before everything comes tumbling down? I think particularly for the smaller brands I imagine it's probably won't a lot of the time. But those larger brands, like you said you've worked with. I imagine there kind of got many options. Although Amazon perhaps is their dominant one right?
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