It's more QVC buying Amazon stock and selling it as opposed to Amazon needing any help off QVC, it said on Sky News Finance a couple of months ago that Amazon is the worlds number one retailer, with amazing customer service being a massive contributor to that, so QVC probably thought, if they can rake in a percentage of the people who trust and shop with Amazon, and reel them in to become a QVC shopper because of that trust, then it's a win win for QVC.