Amazon is trying to approach leading vendors to ship directly from their warehouses rather than the items come to amazon store first and then shipped. This may save precious time and also save cost and will give advantage on its rivals. This move may make Amazon customers happy but for some of its competitors this is not a welcoming news and the competition for them with the above scenario will become more and more difficult.

Specially Procter & Gamble and some other vendors which sell big items like diapers and toilet papers are a major target for amazon while making this Vendor Flex deal. This deal will also help amazon to carry more high price items with more margins as the space becomes free from bulky items.