For things people don’t need to go to a store to see/try in person, amazon needs to figure out how to get things to people when they need them.

For things people need to try before they buy, Amazon needs to make it incredibly easy to put it back (return) the item, and also focus on tech innovation (ar/vr) to improve the purchasing experience.

On the cloud side they need to reckon with what will happen when we go to a multi cloud world. And then the limiting factor becomes the product/tech innovation itself. The issue with innovation in the long run is that everyone is able to provide an offering as OSS continues to grow more prevalent. At that point you may see more rapid acquisition for better vetting and faster time To market.