This could mean that Amazon eventually helps upend the existing power relationships between Booking.com, Expedia and hotels around the world. On the other hand, Amazon could end up being a nonfactor, or land somewhere else along the spectrum.
It all depends on the nature of Amazon’s still-unarticulated ambitions as a hotel-booking power, its commitment to do the work, and one pesky little detail: How skilled Amazon would become at executing on its strategy to become a major player in the hotel industry.
Or perhaps Amazon is merely testing the waters to see if it can create a viable lodging business.