As a consumer, this is great.

If Amazon can also ensure that every "Sold by Amazon" unit is legitimate (that they aren't sometimes sourcing badly), then it's 10x great.

(That I didn't feel comfortable enough trusting Amazon for some kinds of items is usually the only reason I've been buying direct-to-consumer from the brands' Web sites. I've had even Samsung and Crucial do DTC poorly in the last couple years.)

(Also, if I felt I could trust Amazon for genuine brand-name monthly OTC allergy products, that would mean no more hassling with the pharmacy chains. And maybe no more Walmart, though I don't recall a recent problem in their execution, and have been trusting them a little more than Amazon recently.)