That's the genius though. They are the ultimate Walmart, and that is one of the best things to be. Even better, they are Walmart with the option to expand into anything, because they don't have the stigma of being cheap. They can sell luxury goods (at small margins), highly complex technical solutions (at small margins) etc etc. What Amazon have managed to do is essentially to brand a bunch of things that were highly commoditized before. The potential in that is amazing, and almost scary.