John Jackson vs. Jack Johnson
The OP claimed that if you see multiple sellers of one product on Amazon, chances are one seller is using multiple names. So, there’s no real competition going on here. We’re not exactly sure how to feel about this, and we can’t come up with any logical explanation why sellers would do this.
Do they sell the same product at different prices? That would make sense, right? Why choose Seller A when Seller B is offering the same product for 5¢ less? Little did you know, Seller A and Seller B are the same person. As for Seller C and Seller D, they’re highly likely to be the same person as Seller A.