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2. what would be more interesting , but I have no idea how to find out, is what % of e books at amazon are ones where "Amazon sets the price" - I suspect its a low figure
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Amazon's goal is to be a PUBLISHER. They do have authors and titles already. They might even buy an existing paper publisher. They bought Mobipocket and the two outfits that they merged to make CreateSpace. Then later both of those were sucked in.
They are vertically integrating. They've bought more delivery trucks than some couriers have and may outstrip well known ones in size soon.