Amazon increasingly looks like a traditional retailer, with Prime as a loyalty program, Basics as its house brand, and seller ad placements via search results (Steven Sinofsky/Learning By Shipping)

Steven Sinofsky / Learning By Shipping:
Amazon increasingly looks like a traditional retailer, with Prime as a loyalty program, Basics as its house brand, and seller ad placements via search results  —  The narrative of Amazon's total disruption of traditional retail and ultimate dominance is well-known.