Amazon simply delivered the online shopping experience everyone wanted. In the beginning, you would scour the net looking for decent retailers and then get barr

Amazon simply delivered the online shopping experience everyone wanted. In the beginning, you would scour the net looking for decent retailers and then get barraged by shipping charges and delivery times that drained all the value. Amazon's focus was on fast and free shipping, removing the friction from the experience. Having scratched that itch, they got the scale benefit of reviews. Gold for the consumer. Retail is based on a specialist buying products customers want and ensuring and backing up quality. Amazon made that into a digital platform. The other retailers lost site of thier value and took customers for granted. That was why they didn't recognize the opportunity.