Amazon was pretty clearly trying to drastically expand its markets early on and should have been a warning bell to incumbents in other industries. For example, they bought local Seattle area Egghead Software and used that as a beachhead into the supply chain for retail boxed software. They bought all kinds of stores going out of business. For a while, you could even see other brands sell their stuff using Amazon as their main portal. Target did similar buying Mervyns for access to certain brands that it didn’t have for so long. Funny enough, Target used to use Amazon as it’s e-commerce storefront.