They pretty much have already, haven't they? Everything they do is to minimize the friction in the typical online ordering process: simple website with decent search, 'free'/fast shipping, relatively easy returns/support, decent/numerous reviews, low if not lowest prices, and a huge inventory. I can put an asterisks next to each of those items where it isn't completely true, and I can easily find competitors that do some of those better, but nobody does all of them better.<p>Amazon gets a lot of hate, mostly deserved, but if you told me 20 years ago that I would be able to sit at a computer, quickly search for and find a huge number of products, find a price that often beats regular stores, and have the item show up same day or next day, I would've never believed it. It seems like every move they make is insane at first, but it turns out to be a brilliant method of capturing more of the market. Paying a 'membership fee'? Insane. Running your own fleet of delivery vehicles? Insane. Yet, here we are. I see more Amazon vans in suburbia than Fedex and UPS combined.