Yes, in someways it feels like if Visa claimed that it handles 99.99% of all online retailing and showing revenue numbers based on the entire retail sales transaction and not just on the 1.5% processing fee.

To a certain extent, Amazon's retail presence is 68% Marketplace (from the article). Marketplace is really just a very high scale website plus very high scale order fulfillment which nets an analogous 6%-15% fee for listing, inventory storage and shipping/returns.