I might be shunned for beating the dead horse, but while he talks about 'True Customer Obsession', he allows counterfeit goods erode his customer's trust in Amazon. I'd argue Amazon's 'process as proxy' in dealing with counterfeits is the careless return process. 'Oh, it's counterfeit? We're sorry! Here's your money back!' does not solve the issue. Sure, thanks for the $10 back, but now I must think twice (or thrice!…
Why would Amazon have an interest in dealing with counterfeits? It just primes the market for them moving in with their brand of the thing.
Amazon has built a great reputation and trust with their customers, and they're going to lose it the way they're going.