Let's face it - the only really useful tool that amzn has in the shed is price. They use price to drive growth. Nice website but people shop there because of price - they think they get the best overall deal (via prime or not). Now if amazon has a better mousetrap than everyone else - they can win just with price. BUT they have a less efficient mousetrap. Look back over the past 10 years and you will see that they have not beat anyone - certainly not other techs and certainly not other retailers in their kitchen.