[IBM]

It's kind of absurd that any company has to make a specific arrangement with Amazon in order to protect their brand. Nike reached a similar deal with Amazon [1]. Last year's ruling by the ECJ allowing luxury brands to block sale of their goods on online retailers might have led to this deal between Apple and Amazon [2]. Apple probably used that ruling and a similar deal they made with Walmart/Jet to gain leverage with Amazon [3].

[1] https://www.wsj.com/articles/how-nike-resisted-amazons-domin...

[2] https://www.wsj.com/articles/luxury-brands-win-right-to-bloc...

[3] https://www.businessinsider.com/walmart-jet-apple-reseller-2...