I think the way to beat amazon is to specialize in one tiny area. Carve them up into such small slices that they cant fight back.

So like, instead of trying to do just their books business, do just horror books. Horror that mixes with all genres, every possible crossover, but always horror books.

Having a genuine specialty is what can take amazon down, bit by bit. Something genuinely cool, something genuinely fun. Another big-ass store is nothing special.