How do marketplaces operate?

1. Aggregator model, for example, Uber, in which every taxi service provider works under the brand name of Uber; Uber controls the customer interface and every customer belongs to Uber.

2. Marketplace model, for example, Amazon, in which every business sells products under its own brand name; Amazon controls the customer interface and every customer belongs to Amazon.

 The Loyalty model  in which every business sells products and services under its own brand name to its own customer base; JiffyBook controls only the tech.