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“On the Internet, nobody knows you’re a dog,” runs the caption of a famous New Yorker cartoon. Yet in e-commerce, identity matters. And, in e-commerce, nobody is bigger than Amazon—the second company in the history of the world to achieve a trillion-dollar valuation. At latest count, Amazon boasts 310 million customers, 90 million of which are “prime” members. That’s a lot of retail sales daily.  But who are you dealing with when you buy goods on Amazon? It is not always clear: Amazon itself? A chain store? A local merchant? A fly-by-night manufacturer of cheap goods in a foreign country? This is important because Amazon sells a lot of things; some explode, causing serious injury. Recent examples of products causing injuries include cell phone chargers, electronic cigarettes and hoverboards. Yet, courts have consistently left consumers who purchase such items through Amazon without a remedy.

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