 But it's going to have limited success because it only works in the US and to a limited degree in Canada and the UK. In every other market Amazon has nothing. Even if Amazon can beat Apple and Google in the US, development of the competing products will advance unhindered because overseas sales dominate. Eventually Amazon is going to fall behind. And eventually Amazon has to make money here - they can't keep dividing up their profit margins as they are. And they're starting to lose their sales tax benefits - starting in a week they need to collect CA sales tax. That will immediately make my local stores the same price or cheaper than Amazon for most things.  But it's going to have limited success because it only works in the US and to a limited degree in Canada and the UK. In every other market Amazon has nothing.  What makes you think you can't expand, slowly, internationally? The new Fire is being rolled out in the U.K. offering a very similar ecosystem.  