Amazon will counter by convincing third parties to resell their goods on the shelf. Amazon takes their cut of sales, but doesn't chip in on losses or fraud. Oh wait...
It's a nod to their online model. You sell android phones as a 3rd party on Amazon.com. Buyer claims "not as described". Keeps phone, puts potato in Android box and returns it. Amazon forces you to refund. Probably distressing to Amazon that they can't foist off losses of physical in-store shoplifting onto 3rd parties.
