For a dealer like J&R to become an Amazon partner, there are measures in place that qualify them first. "You have to have the capability of two-way transmission communication. You have to be able to supply us with a data feed in our format and you have to be able to ship and fulfill one box to one customer," Sadowski says. "If you think about it, most brick and mortar guys that don't have a web presence are not in the business of one piece to one person. They can't do it."
He explains, "Whereas the people who have a web site are already doing that. They tack it onto their existing capability and they make their own operation more efficient. That's why it's a win-win. They don't mind paying the commission on the sale because they're leveraging their fixed assets. They don't have to make any more investment, unless they get really big like J&R."
Even so, he says, "It gets them at a higher purchase level with their suppliers and all the other good things that happen when you do more and more business."