You could be right, but you also could simply be suffering from result-oriented thinking. I'm more inclined to believe that Amazon dominates simply because it had a brilliant idea that it executed well at the right time. The reality is that Amazon solidified itself into a monopolistic position, and exploits that advantage in ways competitors can't compete with, first and foremost by selling products at a loss until competitors dry up. Everything about the culture, data driven decisions, management style, may have had little impact at all and is simply dressing up the boring reality.