The manufacturer cannot easily sell to end users, as it requires fine tuned delivery platforms and most of all, discoverability. SEO alone is not enough for a manufacturer to get noticed, so Amazon will benefit from being the de facto “search” for products. Anecdotally I and most of my friends and family already do this. It’s rare that I have intention to purchase <sub big ticket item> and google it.
As for Tesla, yeah I think it’s time to bet against him. There were many many “great men” like Musk in the 80’s and 90’s that made 1 too many misssteps and ruined their companies. Elon is on a razor’s edge.
Now, you're 100% right about discoverability. But Amazon is misplaying here if that's the long game. They should be a quality filter, not a cheap marketplace of knock-off Harry Potter toys.
You're also right that Google isn't nailing it. Really, I would argue that tastemakers are still leading the way for physical goods; with rating systems coming in a distant second. Ultimately I think a web of trust is going to develop to solve many of these problems, but that is largely a task of user interface, since enumerating trust and context is too onerous to push on a user. Besides, making it explicit is provably gamed as much as possible, see LinkedIn's "skills" for example.
Or Google could get its act in gear and cut amazon out of it. Hard to tell what will happen.
With AI and cheap energy logistics is going to go to become irrelevant with respect to total cost and at that point what do I need Amazon for? I'll be able to ask my phone to re-up my staples and for everything else I'll purchase from the manufacturer directly. All the profit is going to go to attention and trust, which means profits are going to be centred in high value brands and influencers. If anything, I'd prefer the opposite of Amazon. Some online store that just sells the best two of _everything_ that's irrelevant (toothpaste, etc) so I don't have to think about it. Plus AWS is overblown. Sure it's got good financials, but over time, AWS is a commodity play and commodity plays lose margin over time. There is some lock-in, but it's hard to lower prices for newcomers without reducing prices for the locked-in.
But back to Tesla: You're right. It's not smart to bet against Musk. It will stay irrational for some time because great men like Musk will make the very most of their situation. Also, with this volatility I wouldn't go with puts. Leveraged shorts or selling calls sound like much smarter plays if you are going to bet against TSLA.