I have recently steped into the Amazon affilliate path and have 3 shops up and running. Big thanks to Michele for help in getting them straight. I have been thinking in terms of the customer relationship and wonder what are your thoughts about being upfront about your site being an Amazon affiliate? My thoughts on the matter are: 1. There is brand association there so it could look good for your site. 2. Customers could think you are a second rate Amazon and go direct. 3. There is the danger that users are let down at the checkout step when they realise that they site they thought they were buying from isn't. pros/cons/experience?