Useful middlemen using legitimate business tactics to take a larger cut of profit? Good God, whatever next!
The total naiveté of businesses who got into bed with Amazon and then realised they're locked in to the revenue stream to keep their business going is astonishing. A major client of mine has always been aware of this and sees Amazon sales as a major side channel to their direct revenue streams; everything they offer is available through their own site, and there are incentives other than price for customers to buy directly rather than through Amazon. And for B2C orders, it works out slightly more in favour of direct sales than through Amazon.
That doesn't mean to say Amazon is irreplaceable. Take products away from sale there and some of those sales will be made directly, with no cut taken by middlemen. The question is how large a cut Amazon can take of your sales compared to the percentage of lost sales in not using Amazon, something that's not easily answered without some risk to your cash flow.
The fact is that Amazon, Google and Apple have invested a lot of time, money and human innovation into building software that lets businesses sell things in large volumes over the web, while producers and suppliers have lazily soaked up the profits opened up by these gateways to the global market - rather than reinvesting them in diversifying their distribution channels to prevent lock-in. Now they're whining because these innovators have taken advantage of that myopic short-termism.
I am mystified as to why there hasn't yet been a jointly owned or independent audio distribution platform funded by the major players in the music industry, who can then keep licensing costs down and empower them to give the middle finger to the giants in negotiations.. Even if it isn't the best platform to sell music on, it's existence and potential exclusivity would still be enough to make Apple, Google, Spotify et al think twice about trying to gouge their suppliers.