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As a reader, I have utilized Amazon as a primary source for books over the years.  But now that Amazon has decimated the publishing and retail market for books, the deals have dissipated. So I have had to start looking at other options, Walmart, Target, Barnes and Nobel and online used book shops.

I have also been forced to do the same comparison shopping for office supplies, but at least here there are more options.

But now there has been a fundamental shift in the retail world. For big consumer brands, not being on Amazon “is not an option anymore,” said Guru Hariharan, chief executive of Boomerang Commerce, which makes e-commerce software. “They have the power; they have the shoppers.”

With Amazon calling the shots, how do consumers and manufactures fight back? Are they willing to fight back?  I hope I am not alone in my quest for ongoing purchase options.

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