How much do you rely on Google or Bing to allow the discovery of your goods and services?
Is Amazon your primary means of discovery and sales?
What will it mean to your business if Google changes their algorithm and re-ranks your site to the second or third page?
What will be the impact of Amazon featuring its own merchandise and using variable pricing algorithms which depend on your demographics and purchasing profile?
What is the impact on your business of an extended outage during peak periods?
Who are your other vendors who represent an existential threat to your business?
All good questions that must be answered if your business relies on either of these two premier service providers.