The article claims that the base of Amazons success is their approach to make internal services compete externally. I think this is just an implementation detai

The article claims that the base of Amazons success is their approach to make internal services compete externally. I think this is just an implementation detail. The broader concept is their willingness and ability to keep improving the user experience. And that is something they have in common with many market leaders. You could as well look at Google, Booking.com or Facebook. They did not win by inventing their niche. They won by creating a better user experience. Compared to them, their competitors user experience was and is atrocious. They built a company culture of high standards and putting the user first early on. And since it worked, they kept it that way.