A reframing of Amazon's role in the customer journey: rather than treating a brand's own site as the final conversion point and Amazon as a discovery/awareness channel, Amazon is the terminal, highest-intent conversion surface — "there is no more bottom of the funnel sales channel in the world than Amazon" (Alvaro Lopez, Flooret).
This reverses the older DTC-first mental model, where Amazon was treated as incremental distribution and the brand's own site was assumed to be the primary purchase destination. Under this framing, demand generated anywhere (paid social, paid search, brand content) can be expected to resolve as a purchase on Amazon regardless of where it originated — informing why an omnichannel brand treats its Amazon listing as a conversion endpoint, not just one channel among equals.
Apply: when modeling attribution or funnel stages for a multi-channel brand, treat Amazon as a likely final-conversion surface for demand generated elsewhere, not merely as a parallel discovery channel.