> GAF(AM)s didn't even exist a quarter of a century ago !
Yes, and look how entrenched they have become. Search engines, for example, are dominated by Google holding 80%+ for well over a decade. Even Bing, with Microsoft's deep cash coffers, can't get above 9% [1]. Facebook just went ahead and bought the biggest threats (Whatsapp, Instagram) or copied the features of competitors to destroy them (Snapchat). The only threat in the social media marketplace comes from TikTok, who are backed by the Chinese government. Twitter is tiny and Musk is driving it to the ground. Amazon, while "only" at 38% market share in e-commerce, still leaves everyone else including Wal-Mart in the dust [2]. Microsoft utterly dominates the PC and laptop market [3] as well as the office suite market [4].
Even with these multi-billion companies fighting against each other, they can't manage to land any kind of significant blows - so how should a small startup stand a chance?
> P.S.: What makes you think Amazon had no competition ? Were there no other booksellers, or generalist stores selling books ?
Amazon had no competition online, mostly because the competition was asleep at the wheel. And by the time the competition woke up, it was too late - and now "classic" book stores are dying out left and right, not to mention other kinds of specialized stores. Here in Munich, all the small electronics specialty stores closed down, even famous chain Conrad closed down because they couldn't compete any more.
[1] https://www.statista.com/statistics/216573/worldwide-market-...
[2] https://www.statista.com/statistics/274255/market-share-of-t...
[3] https://gs.statcounter.com/os-market-share/desktop/worldwide
[4] https://blogs.gartner.com/craig-roth/2022/08/02/market-share...