Earlier quoted context omitted.
I think the only realistic way for a small player to beat Amazon at selling physical goods is to charge more and convince customers that it's worth it.
What would keep Amazon from adjusting to this or Acquiring the company if it got big enough? Those are tiny tweaks that they could make easily. Plus Amazon is much more than just a place to buy. They are data services, logistics, analytics, seller services, infrastructure etc...
Obviously not much. The point I was trying to make was that a small player probably can't compete with Amazon on price, but they may be able to compete some other way.