Not quite. The bullying comes in a few forms:
- Removing the "buy now" button from the product page, making users click through multiple steps to complete a purchase. Per the video, suppliers who had this happen to them saw 80% drop in sales.
- Amazon automatically lowers its price, but then charges the supplier a fee on each item sold to make up for the difference in margin.
- Amazon marks the product page with a big red badge saying "high price", discouraging users from buying the product.
Since the suppliers often need Amazon more than Amazon needs them, the net result is that they comply.