Amazon has reigned supreme within the US e-commerce landscape over the last two decades. This year, the online giant claimed the top spot among retailers in the US, securing more than a third of every dollar spent online (37.6 percent share of the market). This places it significantly ahead of its closest rival, Walmart Inc., by a factor of six (6.4 percent share of the market share), as reported by Insider Intelligence. However, emerging challenges are now on the horizon for Amazon, with increasing competition from Shein and Temu. Since its inception in 2012, Shein has revolutionized the fast fashion industry with its unprecedented approach. Offering clothing at unbeatably low prices and at an astonishingly rapid pace, Shein introduces as many as 10,000 new products daily on its website. Leading the fast-fashion segment, Shein commands a staggering 50 percent of the segment sales - surpassing giants like H&M and Zara combined - and boasts a valuation of 66 billion US dollars.