Understand the weak spots of Amazon if you want your business to survive and thrive.
Amazon offers the broadest spectrum of products (but that doesn’t mean it can offer everything in existence).
Amazon offers low prices as well as fast delivery, but price and delivery alone don’t constitute the entire customer experience.
Amazon touches millions of lives on a scale no one thought possible (but in some way it has created a commodity business).
So if you must compete with Amazon, make sure you
- offer a special and often hard-to-find selection of niche goods.
- give a more differentiated level of service.
- touch customers personally through customized experiences.
