This is a losing proposition. I am very familiar with the space (I used to manage one of the largest categories at Amazon), and there is a lot of blind faith in Jet. While I do think another player can co-exist in the domestic e-commerce space, winning on price is going to be a very tough battle for a variety of reasons (Amazon can strong arm vendors giving preferential pricing elsewhere), especially if it requires a $50 membership fee. IMO, ways to beat Amazon would need to focus on the searching/browsability of items, focusing on certain categories where Amazon has less direct relationships, etc., and I'm not yet convinced that Jet is focused enough to do that.