From books to Christmas trees: Amazon controls commerce – and has itself become uncontrollable. Customers may end up paying the price. This article is detailed account of how Amazon became the behemoth it now is - including potential future risks and the role customers play.

By Kathrin Werner

Marc Lore has got unfinished business with Amazon. Hence his mission to leave traces all over New York: purple posters on the subway; purple flyers with discount codes in Brooklyn’s letterboxes; purple parcels are piled up at concierges’ desks in upmarket neighborhoods. Not again, not this time: Marc Lore has vowed to himself he won’t suffer another defeat at the hands of Jeff Bezos.