If you can simultaneously match or beat Amazon on price, customer service, reliability, and speed, you&#x27;ll win. Hard to do, but surely not impossible.<p>I&#x27;ve been surprised the extent to which Amazon&#x27;s achieved voluntary lock-in for me. Amazon&#x27;s good-enough in my spot-check price comparisons, and instantaneous with zero marginal-cost shipping, that they&#x27;re now my default place to search for many products.<p>Find a niche to live in. Taking on Amazon directly is probably trouble.