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Right not a bad point, but I was making the comparison to demonstrate Amazon's scale within ecommerce... not to compare the volume of sales across all commerce.

I personally think the distinction matters, but maybe I'm wrong.

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The other issue with your distinction is that all these brick-and-motor retailers also have online eCommerce services where shopping carts, logging data, and third party vendors are involved in improving the experience - and let me tell you, those guys are using the data. Probably not nearly as well as Amazon uses theirs, but they're still trying as best they can.

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