So What's Up for Amazon in 2013?

Among the Gang of Four in tech right now — Apple, Google, Facebook and Amazon — Amazon is the only business that revolves around content. The company's hardware products are basically buying machines. Amazon is dabbling with advertising as a potentially profitable side business.

But at bottom, it really just wants to sell you stuff.

Despite this guiding principle, analysts expect Amazon to continue clashing with at least two of the three predominant ecosystems in 2013.