If you can simultaneously match or beat Amazon on price, customer service, reliability, and speed, you'll win. Hard to do, but surely not impossible. I've been

If you can simultaneously match or beat Amazon on price, customer service, reliability, and speed, you'll win. Hard to do, but surely not impossible. I've been surprised the extent to which Amazon's achieved voluntary lock-in for me. Amazon's good-enough in my spot-check price comparisons, and instantaneous with zero marginal-cost shipping, that they're now my default place to search for many products. Find a niche to live in. Taking on Amazon directly is probably trouble.