Dana Mattioli, a dedicated WSJ reporter, uncovers the secretive world of Amazon's 'Big River,' a covert operation gathering intel on rivals like Walmart and eBay. She delves into Project Curiosity, revealing their unconventional tactics and how it evolved from enhancing seller experiences to invasive competitor research. The podcast highlights Amazon's strategic maneuvers to sell on Walmart.com and the legal implications of these deceptive practices. Mattioli discusses the retail industry's reaction to this undercover operation and the potential for regulatory changes.