Amazon's success comes from its culture of being customer obsessed. Amazon is able to adapt their supply chain almost effortlessly to whatever business direction they move in. Is it possible for another entry to come into this space and scale in the same way that Amazon has? That's a tough question.
Since its founding in 1994, Amazon has expanded into streaming, cloud computing, content creation, and even groceries. But if traditional business strategy tells us that the key to success is focus, why does Amazon work?