It's not just cities that work with Amazon.
Many physical retailers, including Home Depot, Lowe's, Bloomingdales and Sears (to name just a few), either sell products on Amazon's website or agree to sell Amazon products such as Kindle or Echo in their stores.
Yes, these are the real retailers that this e-commerce giant is trying to get out of trouble.
The latest addition to the list of "sleeping with the enemy" retailers is Kohl's, a struggling department store chain whose sales have fallen by 3% since 2012.
But Cole embraced Amazon in a more meaningful way.
Kohl began accepting and processing returns from 82 Amazon stores last week, a risky test of the theory that you should bring your friends and enemies closer. In addition, it has created 1,000 square feet of space in 10 stores in Chicago and Los Angeles to display and sell Amazon smart home products, such as Echo or Kindle.
Mark Altschwager, senior research analyst at Baird, points out that these Amazon smart home experiences "will be made up of Amazon employees, equipped with Amazon devices, displaying smart home products and promoting the schedule of home services."
Michelle Gass, Kohl's chief marketing officer and client officer, will become CEO in May, telling CNBC that the partnership is "an example of how two companies can take advantage of each other."
In a recent report, Dana Telsey of Telsey Advisory pointed out that this was an example of Cole's "playing offense", despite widespread difficulties in the retail industry's efforts to move online.
However, it is much easier to understand how consumers and Amazon can benefit from this partnership than Cole.
How Consumers Win
For example, consumers can get convenience. Before buying, they can interact with Amazon products in stores, which may be just the incentive they need to join the Amazon ecosystem.
They can now buy IKEA furniture or Kenmore appliances online instead of going to those stores. In fact, through the Sears deal, Sears will develop Kenmore smart appliances that can be controlled by Amazon's Alexa personal assistant.
They can also run errands in Kohl's shopping mall and return to Amazon for online shopping.
How Amazon Wins
At present, Walmart is one of the few traditional retailers that can keep up with Amazon. It expects online sales to grow by 40% this year.
The world's largest retailer recently acquired jet.com, an online electronics retailer, and is expanding its online food delivery capabilities to compete more directly with Amazon.
One of the experiences that Amazon can't provide customers with Wal-Mart is in-store pickups and returns. In fact, Wal-Mart recently announced that it would start offering a "30-second return" for online purchases of Wal-Mart locations.
For Amazon, this is Cole's partnership. Department store chains make it easier for Amazon customers to shop online by serving as Amazon's back-end return service.
Meanwhile, Kohl's is helping Amazon sell devices, which will make it easier for consumers to shop online and make the Amazon experience more attractive.
What's in there for Cole?
However, in addition to Amazon customers anticipating additional pedestrian traffic, Kohl's benefits from this arrangement are unclear.
This seems to be the responsibility of management - when Amazon customers return Amazon's purchases through Cole Department Store, they may see a jacket or toaster oven that catches their eye and buys at Cole Department Store.
This can improve sales very well. But to do that, Cole must price its goods more aggressively than Amazon. After all, consumers can easily see what they like, take out their smartphones, buy them through Amazon's mobile apps, and deliver them to their front door in two days or less.
That's why allowing Amazon to increase the flexibility of online order services seems to be a strange area of retail support.
More importantly, in the retail sector, Amazon's partnership seems to ultimately benefit a company: Amazon.
Before becoming a permanent deliverer of today's goods, Amazon used to attract retailers by basically running its online status. As early as 2001, Target worked with Jeff Bezos to sell and sell Target products.
In 2011, Target will eventually move within the online business as revenue growth declined from 13% in 2006 to 4% last year. On the other hand, Amazon's sales grew by 349% in the same five years because it positioned itself as one of the biggest threats to the target company.
This is not the only example of retailers sleeping with Bezos, just to see that it backfires. In 2000, Toys "R" Us signed a 10-year agreement with Seattle to become the main toy supplier on the site.
The good atmosphere lasted less than a year. Shortly after the deal was concluded, Amazon abandoned its exclusive retailer arrangement and began to compete more on the platform. This is not our registered toy R. By 2004, it sued Amazon. The two sides agreed in 2009 that Amazon would pay $51 million in compensation.
Partnership is to protect the toy "R" us. Useless. They filed for bankruptcy last month.
It's too early to say Cole's situation.
If all goes well, some market observers believe that this could even lead to Amazon's acquisition of Cole, because Amazon needs square feet to help fight Wal-Mart's digital efforts. However, Cole's image is cold or ambitious, just like whole food.
Before the merger was realized, it was Amazon's perfect deal, because Cole took all the risks.