This has always been their strategy. Do you know how hard it is to make any margin selling a TV or any electronics product? The sellers take most of the risk. Amazon collects their cut (which is substantial) without lifting a finger so to speak.

Personally, I avoid buying any electronics or valuables from Amazon due to counterfeit risk. They have the ability to curtail this activity but they choose not to. Also, the fake reviews damage the integrity of the marketplace. It really shows how much they care for their customers.