<s>
The	O
disruptive	O
effect	O
of	O
e-commerce	O
on	O
the	O
global	O
retail	O
industry	O
has	O
been	O
referred	O
to	O
as	O
the	O
Amazon	B-Application
Effect	I-Application
:	O
the	O
term	O
refers	O
to	O
com	O
's	O
dominant	O
role	O
in	O
the	O
e-commerce	O
market	O
place	O
and	O
its	O
leading	O
role	O
in	O
driving	O
the	O
disruptive	O
impact	O
on	O
the	O
retail	O
market	O
and	O
its	O
supply	O
chain	O
.	O
</s>
<s>
The	O
Amazon	B-Application
Effect	I-Application
has	O
been	O
found	O
to	O
cause	O
numerous	O
changes	O
in	O
the	O
retail	O
market	O
.	O
</s>
<s>
Various	O
other	O
studies	O
have	O
revealed	O
that	O
the	O
Amazon	B-Application
Effect	I-Application
has	O
forced	O
retail	O
malls	O
and	O
offline	O
retailers	O
to	O
create	O
an	O
experience	O
around	O
offline	O
shopping	O
in	O
order	O
to	O
pull	O
business	O
away	O
from	O
eCommerce	O
.	O
</s>
<s>
Walmart	O
and	O
Amazon	B-Application
exemplify	O
this	O
as	O
it	O
has	O
been	O
shown	O
that	O
products	O
that	O
are	O
both	O
easily	O
found	O
and	O
sold	O
online	O
at	O
both	O
Walmart	O
and	O
Amazon	B-Application
have	O
twenty	O
percent	O
shorter	O
price	O
duration	O
than	O
those	O
just	O
found	O
online	O
at	O
Walmart	O
.	O
</s>
<s>
Producers	O
are	O
being	O
forced	O
to	O
make	O
their	O
prices	O
more	O
flexible	O
due	O
to	O
Amazon	B-Application
's	O
ability	O
to	O
rapidly	O
change	O
prices	O
to	O
fit	O
demand	O
with	O
little	O
costs	O
.	O
</s>
<s>
This	O
allows	O
Amazon	B-Application
to	O
price	O
more	O
competitively	O
and	O
maximize	O
demand	O
.	O
</s>
<s>
Amazon	B-Application
's	O
competitive	O
prices	O
have	O
trickled	O
into	O
other	O
markets	O
as	O
80%	O
of	O
consumers	O
now	O
check	O
online	O
prices	O
and	O
compare	O
them	O
to	O
the	O
ones	O
in	O
store	O
.	O
</s>
<s>
With	O
Amazon	B-Application
's	O
transparent	O
prices	O
it	O
is	O
more	O
difficult	O
for	O
them	O
to	O
price	O
discriminate	O
without	O
anyone	O
noticing	O
.	O
</s>
<s>
Cavallo	O
suggests	O
that	O
the	O
Amazon	B-Application
effect	I-Application
could	O
have	O
had	O
a	O
profound	O
role	O
in	O
the	O
inflation	O
dynamics	O
as	O
a	O
result	O
of	O
the	O
increase	O
in	O
price	O
flexibility	O
and	O
uniform	O
pricing	O
.	O
</s>
<s>
Numerous	O
retailers	O
have	O
incorporated	O
technology	O
to	O
compete	O
with	O
Amazon	B-Application
's	O
fast	O
pace	O
and	O
smooth	O
shopping	O
experience	O
.	O
</s>
<s>
Both	O
Amazon	B-Application
and	O
Walmart	O
have	O
grocery	O
delivery	O
services	O
,	O
which	O
has	O
created	O
a	O
rivalry	O
between	O
the	O
companies	O
as	O
they	O
both	O
push	O
to	O
extend	O
their	O
grocery	O
lines	O
to	O
more	O
regions	O
and	O
streamline	O
their	O
services	O
.	O
</s>
<s>
This	O
service	O
is	O
in	O
direct	O
competition	O
with	O
Amazon	B-Application
Dash	O
buttons	O
,	O
which	O
order	O
a	O
product	O
whenever	O
the	O
button	O
is	O
pushed	O
.	O
</s>
<s>
While	O
offline	O
retailers	O
push	O
more	O
online	O
content	O
to	O
compete	O
with	O
eCommerce	O
,	O
Amazon	B-Application
is	O
pushing	O
into	O
the	O
brick-and-mortar	O
market	O
.	O
</s>
<s>
Amazon	B-Application
Go	O
is	O
one	O
way	O
Amazon	B-Application
is	O
attempting	O
to	O
directly	O
with	O
offline	O
retailers	O
.	O
</s>
<s>
Amazon	B-Application
Go	O
allows	O
a	O
customer	O
to	O
scan	O
their	O
phone	O
app	O
when	O
they	O
walk	O
in	O
,	O
grab	O
their	O
groceries	O
,	O
and	O
then	O
leave	O
.	O
</s>
