This notion that Amazon has retail market capture or is close to market capture is completely inaccurate.
Walmart is still doing $500 billion in sales by comparison. Unless Amazon finds a magic way to turbocharge their online growth (1 day shipping isn't going to cut it), it'll still take 20 to 30 years to just match the size of Walmart in retail, and that's if everything goes well for Amazon.
What Amazon figured out, is that they can't kill Walmart via online retail (which is the sole segment that Amazon has any retail dominance). So they're increasingly exploring physical retail as their only way to grow. Wholefoods was Amazon being forced to buy their growth, it was a classic sign of a business that has lost much of its organic growth. Their days of serious retail growth online are dead.
The business is mature. I didn't say the business was dead.