Amazon has gained a lot of attention lately for its ability to disrupt industries single handedly, however its not just the analysts and the investors who have been been paying attention, the managements of some serious competitors are taking Amazon as a threat and have been making large investments to fend off Amazon. I'm not speculating that whether or not Amazon will be able to disrupt the whole retail industry or take over the whole cloud IaaS market, however with large and competent companies like Walmart, Costco, Microsoft and Google competing head on with Amazon, the future growth may not be as easy or as profitable as the markets expect.