Here's a thing.
I often purchase things on the Amazon site, either items stocked and sold by Amazon themselves, or an item sold by a third party merchant seller (e.g. Marketplace). For the latter, I expect the product delivery from the third party in question and certainly not in Amazon's own packaging.
Until yesterday, that is.
I ordered some cables from some random seller on Amazon UK, and they turned up here in Amazon's clothing. It seems Amazon allows other companies to store their selling stock in Amazon's warehouses, for Amazon to do the pick, pack and post and related customer services themselves.
Fulfilment. The high street straight to your front door.
*boggle*