CNBC reports on a new survey that it conducted concluding that “small-business owners who say that Amazon helps drive customers to their business have more confidence than those who say their business competes with Amazon for customers … It's not by a wide margin — 59 percent vs. 56 percent, respectively. And it's also still a relatively small subset of business owners — almost equal proportions of entrepreneurs say their business competes with Amazon for customers (8 percent) or Amazon helps drive customers to their business (7 percent).”

The CNBC story goes on: “Among small-business owners, there's still a general perception about Amazon that tilts to the negative, even if they say it doesn't flow through to their actual business experience. Forty-two percent of small-business owners say Amazon is bad for small businesses, according to the survey, but a large majority (83 percent) say their business is not affected by Amazon.”

KC's View: Two things here.

First, the vast majority of the 83 percent of small businesses that say they are not affected by Amazon probably are deluding themselves.

Second, my friend Tom Furphy always says that you don’t partner with Amazon … you just do business through Amazon. And I’d add that you always have to have a broader strategy.