2018/11/29: An Amazon revolt could be brewing as the tech giant exerts more control over brands. In the last few months, Amazon has applied intense pressure to consumer brands across different product categories — seizing more control over what, where and how they can sell their goods. Amazon is telling brands — like PopSockets — that neither they nor their distributors can sell directly to customers as an independent seller on the platform for third-party merchants known as the Amazon Marketplace. The power move is believed to be a prelude to a new internal system that Amazon has yet to launch called One Vendor. ”I don’t think Amazon understands how close they are to blowing themselves up,” one analyst warned.