In my opinion, the biggest risk to Bezos' wealth is the same thing that drew me into the service to begin with. In the mid-to-late 2000s it was easy to go to Amazon, search for "thing I want" and blindly purchase the 4.5-5 star item with enough reviews to appear legitimate. I could do this and expect to get a great product _every_ time. Now, I find myself spending an hour screwing with the filters and reading reviews to figure out which listings are noise with fake reviews and which ones are for real. And even then with many products fulfilled by Amazon, you end up having to read reviews to figure out which seller to buy from to get the real item and not a counterfeit.

This combination of fake reviews and counterfeiting is what I think threatens Amazon's position. I don't make many large purchases on Amazon any more as a result of the risk, and those that I do make are fulfilled by the manufacturer so I know what I'm getting is legitimate.