Earlier quoted context omitted.
It's actually shocking there's not a EU wide Amazon.
Or telling, perhaps?
Actually, I think that this is the chink in Amazon's armor, the bare patch on Smaug's underside.
Only a few European countries have Amazon stores and the brand loyalty for them isn't strong. A single EU store would become quickly popular and has the potential to be bigger than Amazon, given that the EU is larger than the US in market size.