Also, as an Amazon shopper, their fulfillment is a known quantity to me. If I buy from your shop with your shipping, I am taking on the risk of potentially longer shipping. And I also have an increased suspicion of fake or knock off goods. So, even if I saw both listings side by side, I'd pay 10% to Amazon for their fulfillment and a perceived lower risk of knock off (despite reading much about Amazon sold knock offs). In fact, I've often bypassed the buy box to buy the same item from amazon at a higher price for these reasons
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