That's what I wonder, so. Is it really that difficult? Amazon is opening brick and mortar stores, invested in whole foods and is constantly increasing its logistics food print with all the clst zhat comes along. All traditional retailers need to do is getting some kind of e-commerce unit up and running and we are looking at mich more level playing field. After all, every single exiating store can, by all means, be considered a fulfillment center as well. And from that perspective traditional retails geographic coverage is not bad at all. No idea why most fail to do so.

Walmart being the exception having bought jet.com (?). After all Amazon is making the majority of its profits from AWS.