I wouldn't say they are taking on Walmart. Here is the CEO on making money: "We're really not a retailer at all. We make no [profit] selling goods. We make mo

I wouldn't say they are taking on Walmart. Here is the CEO on making money: "We're really not a retailer at all. We make no [profit] selling goods. We make money on the advertising side of doing coupons, sampling and keywords – like if you type "shampoo," what shows up first, second, and third. We have a Google-like click model."