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Article Text.

by Kevin Coupe

While Amazon makes a big deal of being a customer-centric enterprise, one of its guiding operating principles seems to be a desire to control as much of the supply chain and the customer experience as possible. It is the feeling around here that this will become even more pronounced in the future, which is why competitive retailers and manufacturer partners need to pay attention - at its core, this is the reason that Amazon is building so many distribution centers around the country, and why it seems likely that it will use its own trucking fleet to deliver products in an expanding number of markets, rather than continue to depend on the likes of FedEx, UPS and the US Postal Service.

But sometimes, Amazon's desire for control can go a little too far … and make it ripe for ridicule. And when it comes to that, almost nobody does it better than Stephen Colbert on "The Colbert Report." Click above to see…
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