Most of us approach Amazon as consumers. Whether it's a physical product or some digital goodie, we want to buy everything we can get our hands on. The site loves this about us, so it's made itself so compelling to use that the thought of shopping elsewhere is often proceeded by "Meh, I'll check Amazon first." The thing is, Amazon's selection wouldn't be nearly as comprehensive without the many merchants who also use the site to sell their wares.

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