That's not what "commoditized" means. You don't make your name and brand with a commodity. "commoditize" means making lots of suppliers so there is no producer profit in the market for the commodity.
When you shop at Amazon, you don't buy shipping from whoever's cheapest, Amazon provides the shipping via a complex logistics system interfacing with external partners.
When you shop at Amazon, you don't buy shipping from whoever's cheapest, Amazon provides the shipping via a complex logistics system interfacing with external partners.