Arecent innovation by amazon, the vendor flex program, seeks to lower overall transportation costs but also creates new forms of channel conflict with competitors. as a partner in the vendor flex program, p& g agreed to allow amazon to build fulfillment centers within p& g's own warehouses, thus to eliminate some of the costs of transporting p& g's products to amazon's fulfillment centers. believing that the program was giving its competitor amazon an unfair advantage, target reacted vigorously, moving all p& g products from prominent end-cap positions in its stores to less prestigious and less visible locations. target also stopped using p& g as its primary source of advice for planning merchandising strategies within each category. this is an example of channel conflict.