I said it.
AMZN has a flywheel. That flywheel is going to keep turning despite what anyone does.
Brick and motor stores have a tendency to fixate on a profile of an imaginary consumer that is bizzare to say the least.
The Staples shopper loves junk hardware from VTech (especially if it only lasts three weeks) and wouldn't even think of buying quality Plantronics hardware. Staples shoppers want a choice of 20 different kinds of glossy inkjet paper and would never buy a coated photo/presentation matte (hint: they are the same thing, art reproductions look great on photo matte)
What about the imaginary Target shopper who an insatiable appetite for chi-chi frozen foods, graphic T-shirt, and shoes and bras that don't fit?
Amazon avoided those fates and also the fate of being an advertising-dependent business that started to believe the stories it tells. (Dan Boorstein, in 1962, said that public relations experts didn't fall for the images they make, but we've had a long time for the culture to degrade. I'm certain that "ad prices are too damn high" because they are bid up by people who get the jollies from hearing their name on the radio.)