Interesting article. But I wish it explained which fees made the share that Amazon takes go from 19% to 46%. The fulfilment fee is evidently necessary, it takes people to do that, and doing it yourself may cost more. The advertisement is also evidently necessary, but could have risen. The referral fee alone can't explain the increase.

And the fulfilment fee is not a fixed percentage of the price, it depends on the size, weight and price tier of the item.