I haven't been able to embrace Amzn until recently noticing the shopping habits of friends and family members over the last 6 months. The UPS truck is literally at our house daily - no more trips to Target. After taking an informal survey of friends and family members, it appears my household is not alone in this. I haven't been able to embrace Amazon as viable long term investment, but am increasingly becoming convinced Amazon will overtake Walmart as worlds largest retailer in coming years. Just recently purchased and initial position and will buy more on dips.
The problem for Amazon is that they lose money on their direct retail business (including prime) - go read Santos or Phillips at Seeking Alpha. The bigger it gets the more they lose. They make money on third party transactions and AWS only.