It controls 7.7% of all retail (online and off) in the US. And, with its purchase of Whole Foods in 2017, it’s now the fifth-largest grocery seller in the country. And, as of last year, Amazon Web Services controlled 40% of the cloud market.

Judging by its move to services (just like Apple) its next frontier will focus more on its under-penetrated, higher-margin digital services business. And it is targeting Google et al., for a slice of their pie – hell the whole pie if we let it.

Yes, its time to look closely at this behemoth.