He would be wise to cash out now while the getting is good. Amazon has an enormous problem with counterfeit goods in many categories. Unfortunately, when the implosion happens it will likely be incredibly fast and catastrophic. How might this happen? People get sketched out by their own, or other's experiences with fraud on Amazon, and simply decide to buy from other sources. I suspect this is a tipping point situation where it's not a slow decline, but instead a very fast one. For instance, my wife and I used to do most of our non-grocery shopping on Amazon. But recent horrific experiences (in spite of Jeff and his team stepping in to rectify things) and questions about what we'd actually get if we order something from Amazon means that now we don't buy nearly as much--mostly just Kindle books now. I just think that at some point most of their customers will stop shopping with them all at once because of fraud concerns, they'll stop subscribing to Prime, and next thing we know the company will be broken up and sold piecemeal.

I'm afraid Amazon thinks they have a lot more time than they actually do to think about what, if anything, they want to do about the problem.