This is one of the so called 22 immutable of laws of branding, i.e. the law of expansion: the power of a brand is inversely proportional to it's scope. Vis-à-v

This is one of the so called 22 immutable of laws of branding, i.e. the law of expansion: the power of a brand is inversely proportional to it's scope. Vis-à-vis Amazon, I'm not sure it's a problem yet, I think of them as a retailer, AWS and Kindle, etc as separate brands. I don't see the problem at this juncture.