This is first year business school stuff here. In a five forces analysis[1] of Amazon, Wal-Mart would certainly be a substitute, not a rival. In general it is

This is first year business school stuff here. In a five forces analysis[1] of Amazon, Wal-Mart would certainly be a substitute, not a rival. In general it is true that Amazon has a high threat of substitutes. I think what @silverstorm, and this article, are trying to say is that rivalry for Amazon is pretty low, given how expansive their business is. [1] http://en.wikipedia.org/wiki/Porter_five_forces_analysis http://en.wikipedia.org/wiki/Porter_five_forces_analysis