I think that's a great point that they can get away with it because they've been doing it for so long. It's built into the core of the company. In the boom da

I think that's a great point that they can get away with it because they've been doing it for so long. It's built into the core of the company. In the boom days, while Pets.com was betting on sock puppets and others were making ludicrous Super Bowl half-time ad buys, Amazon was building warehouses. And they still are. The seem to understand that infrastructure, over all other things, is what will let them win in the long run, no matter how unsexy it seems. Their own logistics / delivery component would be a gargantuan undertaking, even for them. They seem to understand what businesses they can get into and do very well in (cloud computing, generic branding (Amazon Basics), eBooks), and which ones to steer clear of. I suppose they could launch this in urban areas, but that would be shortsighted in an area that they are particularly smart, so I wouldn't count on anything past a pilot program. Regarding what could be done to make more Amazons... You can't. Walmart is the closest competitor (although they are a bigger company, but let's see about that in 15 years). If there is one company on Earth that can beat Amazon at efficiency (warehouses, shipping, and general business ops), it's these guys. They've made an empire around it. But it seems their only strength here is their storefronts, so it seems like their online strategy would be to go the "pick up in store" route, which is a giant hassle for most. So as Amazon finds ways to improve selection and reduce costs, Walmart will go the way of Borders, and a lot of other brick and mortar stores that came before it, albeit very very slowly. Unless one of the big box retailers is willing to say "screw this storefront crap, we're totally up-ending our business model", there is absolutely no one.