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Amazon made web-based book selling mainstream. Emphasis on web. Of course it was a tech company.

And the web based dvd rental then ? I mean, they were doing exactly the same as Amazon, why distinguish?

Banks have online customer sites. Are they tech companies?

If they did it when Amazon started their web store they would be.

How do you think Amazon infra gave birth to AWS? Does that sound to you like something a retail company would do?

Banks are tech companies, the business leadership just don't know it.

The business leadership of some banks do in fact know it.