Albeit growing into a monster that some day will likely has restraints placed on it as we socialize everything, Amazon is nothing more than a multi-faceted business that in one instance hosts a website and invites others to sell their wares on it. BTW Walmart does the same thing, but the connotation of buying a EOS 5R there might not be the greatest. ie You don't find the same class of customer who want to buy a Porsche or Lamborghini Aventador at a Chevy truck dealer...

Keep in mind, its a side service that Amazon offers fulfillment and warehousing of the materials. A seller doesn't have to buy those services, but again most buyers look for the "fulfilled by Amazon" to have some assurance they're going to get their order.

For those sellers that enjoy these fulfillment services, they are subject to the Ts&Cs when they clicked "I Agree" on to get past that screen. The question is whether or not the "seller" ever really read them. Like installing a software package, most never read the terms or conditions of what they're doing, but rather consider it a general annoyance to have to hit "I Agree".

It may be Canon reached a deal with Amazon to protect and stop diluting its own authorized agents' sales, ie B&H, Adorama and the like. They likely paid Amazon a fee to "qualify" authorized sellers. Nothing but money grubbing business deals abound here.

Keep in mind, no one forces you to use Amazon and you can sell Canon products on the net if you want, just create your own website and sell like BH and others, including Amazon who built their business on a specific model and offered lower pricing and good service to attract people to the website. Now that they've grown, we're seemingly upset with their success. Remember how Amazon started, they were the online seller of books for Borders at least 25 years ago.

There is no restraint of trade here, it's just a manufacturer controlling their distribution channels. It sounds as though the emotion should be directed to Canon, not Amazon. Start a website and let us know in 25 years if you've reached 1/2 their size. I wasn't smart enough to buy Amazon stock either, but sure wish I had...

What am I missing? Amazon wants to handle Canon products only sold by representatives approved by Canon. Seems Amazon, as an independent company, has a right to determine who they allow to sell under their name and implied approval.
As a customer I might not need but would appreciate receiving a product from an authorized dealer. This would provide some assurance that the seller had acquired the items legitimately, rather than off the “back of a truck”. Amazon would be relieved of being associated with any shady practices; and the consumer would be guaranteed warranty coverage.
The camera manufacturers control pricing on new USA models, so I see no way a consumer benefits from buying from an unauthorized dealer other than purchasing grey market. Amazon has no obligation to encourage those sales; and Canon no reason to certify them inside the US.
The jewelry argument is not comparable since items are not standardized. There are too many variables when buying something described as a 1 carat diamond ring. Jewelers (my father was one) depend entirely on reputation and integrity. Amazon would probably not want to have to weigh in on those amorphous qualities. Selling something with a brand name and Model number is much easier.

I love when the Philadelphia Lawyers practice law here. I am not sure what online school you got your law degree at but this has nothing to do with the Sherman act. Is John smith allowed to sell new Ford Vehucles legally if he is not a ford dealer? Can Tinas Jewlery store sell New Rolex watches if they are not an authorized seller? Canon only allows the sale of their New cameras in authorized retail brick and mortar stores. Companies are allowed to protect their brand and how their products are sold. They also can limit who sells what. So they can allow camera stores to sell their full line while only allowing places like Costco and Best Buy to sell a limited number of products and only the products they choose. It’s all perfectly legal and done every single day. Selling on the internet does not change that.
But this really isn’t about that at all this is more about gray market and protecting against counterfeit and knock off items. Amazon is just another store Canon I am sure is cracking down on them and they are passing that on to their sellers. All they are saying is you can’t sell New Canon products unless you are authorized by Canon to sell them. This is a perfectly legal practice that goes on every day.
This is Amazon protecting themselves from liability. This is Amazon protecting you and me from being sold fake or inferior goods or gray market goods.

I got this in today's E mail it looks as if you have to be an authorized Cannon seller to sell Canon cameras on Amazon now . Amazon Services <seller-info@amazon.com>
To: ihowie1a@yahoo.com
Dear Seller,

Please read this email carefully as it may affect your ability to sell certain products in our store. As part of our ongoing efforts to provide the best possible customer experience, we are implementing approval requirements for Canon camera products in our stores.

What does this mean for me?

Effective August 16, 2020, your listings for the affected Canon camera products in Amazon’s online store in the US will be removed. Please contact the brand if you would like to apply to become an authorized reseller on Amazon.

Can I still use FBA?

Effective today, only sellers authorized by Canon as authorized resellers will be able to send shipments of those products to our fulfillment centers.

How will this affect my existing FBA inventory?

If you have inventory of the affected products in Amazon fulfillment centers, you may continue selling your remaining inventory through August 15, 2020. Beginning August 16, 2020, you will need to create a Removal Order for return or disposal of your remaining FBA inventory. For guidance on creating a removal order, see our Help page: https://sellercentral.amazon.com/gp/help/external/200280650.

Although each Removal Order generates an "FBA Return Fee" or "FBA Disposal Fee" that appears in your seller account, we will reimburse fees charged for any Removal Order submitted for the affected FBA inventory through August 16, 2020.

We appreciate your cooperation in this important matter, and thank you for selling on Amazon.

Regards,
Amazon Services