[DigitalSea]

It's going to take a lot of money, time, hardware and infrastructure to beat Amazon. We're talking about a company that failed to deliver the Nexus 4 to customers resulting in a lot of anger, now multiply that by tens of thousands of different products and you've got a scary situation. It would be in the best interests of Google to acquire a company already innovating in this space, I am not really up-to-date as to what startups actually are that Google could buy though.

Amazon has the space well and truly dominated for now, but I would love to see some competition. Who knows, maybe Google can nail this and give Amazon a run for its money. I think Google has spread themselves far too thin, they've got their fingers in too many pies and I think it's why most of their non-advertising and search efforts end up failing because no matter how big you are it's almost impossible to truly be good at 1000 things as opposed to one or maybe even 3 or so (like Amazon is).

[easytiger]

The most important thing to mention is that Amazon are squeezing their margins to approaching zero. If you want to compete you will have to play for a very long term win.

That said, i welcome more options. I now default to Amazon for most purchases.