Yeah it is going to continue to get bigger but I remember over 10 years ago people were saying Wal-Mart was getting too big because it ended up being 2% of the US GDP or something but there are still places like Target, Costco, Lowes, Home Depot.....etc.
It is tough in some ways to beat Amazon because they have been able to operate unprofitably for 20+ years. It is tough to beat that but once they continue to ratchet up fees and stuff like that there are opportunities for other companies to operate at a lower cost without all the warehouses.
One thing Target is doing is shipping products directly from their stores to their customers to get it to them faster instead of going out of the huge distribution centers to compete with Amazon.
Interesting so one way to fight it is for companies to play to their own strengths rather than trying to beat them at their own game.