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Say a single retailer accounts for 30% of your sales: there isn't a business in the world that can survive an overnight 30% drop in sales, so that 30% market share might as well be 100%. Once your order is big enough that canceling it would bankrupt your supplier, you have near-total control over that supplier.

Amazon boasts about this. They call it "the flywheel": Amazon locks in shoppers (by getting them to prepay for a year's worth of shipping in advance, via Prime).

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