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I find even the larger businesses have much poorer shopping experiences than Amazon. I wanted to buy a book last year. I found it on a major, non-amazon bookseller's website. However, no "Look-inside", not even a description, no reviews, no real information about it aside from the title and [very short] description. I ended up going to Amazon to find all this info and having a look at the "Look inside" first few page…
Talking from the perspective of local business owner - it isn’t possible to compete with Amazon on ”online” features. This needs two efforts - people have to be Ok with an inferior shopping experience to a certain extent. Can’t have cake and eat it. Second, Software powered world needs a different kind of monopoly control - we shouldn’t talking about “breaking up Amazon” - that just creates busy work from yet another…
I think it's a unique combination of logistics and tech which few companies manage to successfully pursue. Things like hooking up the cash register system to the website so the website doesn't say "in stock" when someone has bought the last one. It's pretty easy for someone techy to do that, but there is rarely a sufficiently techy person on staff in a typical small business.