[yamtaddle]

Is the thing keeping some other person from building Not-Amazon (or a dozen companies that effectively, together, fill its entire role—potentially better, even) that Bezos is uniquely capable, or that the existence of Amazon makes trying to do it way, way riskier than when Bezos got started, no matter how good you are?

Other businesses get started and are very successful, somewhat often. Are all those successful business people just not going after Bezos because he's so much better at business than them that they cannot hope to succeed, or is it because the market is transformed by the existence of Amazon such that trying to take Amazon on is a bad use of capital?