The main reason Amazon has kicked the crap out of their competitors is that they built a multi-billion dollar fulfillment platform that is better than anything

The main reason Amazon has kicked the crap out of their competitors is that they built a multi-billion dollar fulfillment platform that is better than anything out there. Whatever degree of effect that building shipping costs into pricing has given them is negligible in comparison. And it is dead simple for even small retailers to do this with most e-Commerce tools including Shopify.