To my mind, Amazon’s biggest strategic advantage is that they started without brick and mortar retail. The business was built for ecommerce and then, using the systems and data they’ve developed, they could look at brick and mortar making sure to have the right number of stores in the right places configured in the right way. To put it another way, their brick and mortar business, whatever it turns out to be, supports their ecommerce. With existing brick and mortar retailers, it’s the other way around.
As regular readers know, I’ve called the “omnichannel” the word that legacy brick and mortar retailers use to put a positive spin on the fact that, unlike Amazon, they have the wrong number of stores in some of the wrong places configured the wrong way.