You Can Design a Better Store than Amazon

Amazon isn't your competition because they sell your product. They are your competition because they already own your customer.

Amazon is your competition for one reason only: attention. Amazon already has your customer in their store. Your customer is already browsing their aisles. Amazon will beat you, not because they have a better store than you, but because they have a bigger store than you. They sell enough things to already have your customer's attention. It doesn't matter if they came in to buy socks, if they're at all likely to buy your thing