Backing out of everything at Amazon could prove difficult.You are absolutely right. But this is a problem that was solved once before. It was plain old "mail order."
What Amazon built is an amazing logistics platform. But it got polluted by individual sellers and fly-by-night operations. Imagine ordering from a Sears catalog and not knowing if what you ordered is genuine or not.
If Amazon, or some other company, put together a platform that leverages modern-day logistics for small businesses, it would be a massive boost to the quality of what we buy, the variety of what we buy, and the small business economy.
Think of it as 21st-century mail order. Except instead of Amazon monopolizing the front end with an enormous shopping web site filled with garbage, it allows individual shops to use their own web sites on the front, and Amazon's distribution on the back end.
Amazon can keep the bulk of the crap on the front side and continue to co-mingle counterfeit garbage with quality merchandise. But at the same time allow individual merchants the ability to piggy back on its distribution.
And if Amazon doesn't want to do it, maybe FedEx or UPS, or some other company. I see lots of ads about "What can Brown do for you?" and a lot of promises. But I've never seen a company offer Amazon-class logistics that work.
If I can order a real item by phone, text, web, or whatever comes next from a small shop in Portland, Oregon and have it arrive from that store in the next day or two, I would certainly choose that over taking a chance going to a massive web site and getting a cheap knockoff drop-shipped from China.