Amazon's goal is to be a bigger version of Visa, taking a tiny slice of a ridiculous large pie.
Anyone thinking that they are going to wind up as the Standard Oil of retail is going to be hugely disappointed. First they have plenty of quality competition that isn't going to just keel over and die. Second their tax advantages are gone long term. Third, as the internet erases frictions, Amazon is just another middleman begging to be cut out of the picture if he takes too big of a cut. Fourth Amazon has to deal with real antitrust in Europe and protectionism in Asia. Fifth even US antitrust wakes up and does something from time to time.
Anyone thinking that they are going to wind up as the Standard Oil of retail is going to be hugely disappointed. First they have plenty of quality competition that isn't going to just keel over and die. Second their tax advantages are gone long term. Third, as the internet erases frictions, Amazon is just another middleman begging to be cut out of the picture if he takes too big of a cut. Fourth Amazon has to deal with real antitrust in Europe and protectionism in Asia. Fifth even US antitrust wakes up and does something from time to time.