Earlier quoted context omitted.
> Amazon actually didn't have much competition at a key point in it's growth Except for every single brick & mortar store -- which has always been Amazon's biggest "competitor".
Brick and mortar stores were (and still are) extremely weak competition. That's why Amazon utterly crushed many of them and continues to do so. Not just small mom and pops either. Borders, which at one point was one of the largest bookstore chains in the nation, shuttered its doors because it didn't switch to an online model fast enough. Barnes and Noble at some point was in deep trouble as well.
https://ycharts.com/indicators/ecommerce_sales_as_percent_re...
(Note: that growth is still a good reason to be bullish about Amazon!)