I feel like Amazon has changed the way shopping is being done , before we would have to go out and buy things ourselves , now from our phones or laptops , we can purchase anything from a pencil to even a laptop or bigger . It gives your variety and it fights it's other competitors . Then they came out with prime , where delivers are made quicker even same day delivery . Then with amazon books , it's a never ending cycle because they do not want to get out of this competition and they want to be on top, when I think of shopping , I think amazon . It is getting too big but it's not ripping people off , you could actually find some things that are cheaper there than in stores. Great analysis you made here @thecryptofiend