Wayfair, Walmart, BestBuy, Google, and Target are all working very hard to beat Amazon in their respective categories. They haven't "accepted" anything.
Jet.com was a high-profile Amazon competitor that was acquired by Walmart a few years ago.
Jet.com was a high-profile Amazon competitor that was acquired by Walmart a few years ago.
There aren't/won't be many startups that compete with Amazon as a general retailer because it would take unthinkable amounts of time and money to have access to the inventory they have. It's like asking if there are any oil startups challening Exxon.