Amazon has merely a slice of ecommerce. They have a commanding lead only in their type of ecommerce: being the new age Walmart of the Web. That leaves room for the other 80% of the market (in Walmart&#x27;s case, they couldn&#x27;t dominate most categories eg: dollar stores, Target, Costco, Home Depot, paint stores, convenience stores + gasoline, banking, pharmacy, clothing, tens of thousands of boutiques, grocery stores, Macy&#x27;s &amp; upscale, jewelry, video games, electronics, liquor stores, and on and on).<p>You have to do what Amazon isn&#x27;t doing. Ultimately as ecommerce doubles in size in the US over the next ten years, Amazon is not going to get most of that. It&#x27;s a staggering opportunity in terms of scale.<p>They couldn&#x27;t beat eBay at auctions. They couldn&#x27;t beat Craigslist at classifieds. They can&#x27;t beat Priceline or AirBnB. They couldn&#x27;t beat Google at search. They couldn&#x27;t beat Apple at phones. They won&#x27;t own online restaurant ordering. They will probably fail at trying to own services (Angie&#x27;s List, legal, health, whatever). Amazon is going to lose in most things not directly tied to what they do today.<p>Amazon&#x27;s inability to dominate the other 80% of ecommerce, is your opportunity.