You might have had a great experience with Amazon but you really witness how awesome this company is when you move to a new city. It feels similar to the internet or modern phones when you wonder how people used to live or manage without it. I have done more than 10 orders on Amazon in the last couple of days and I can’t imagine needing to go to a store for every one of them.
Amazon will disrupt many companies, both online and offline. Google is one of them. People still use Google to search for a lot of things but less and less for products and this is where the money is. Why would they? They are going to buy it from Amazon in the end and there’s an app for that now.
One company Amazon won’t disrupt is Ikea. The reason is that they share very similar genes. Ikea is optimized and engineered to keep prices low. There’s not even a cost of labor there. Their customers locate the items they need, put them on a cart and check them out. It’s just amazing to see. Ikea has so much defensibility that no CEO would engage in competing with them. The only way to possibly compete with them is to offer delivery and assembly services for free and no one will sign up or can afford to do this. It’s just better to leave them alone and let them do their thing.