bricks-and-mortar retailers and from online rivals including stiff competition small start-ups both from d established rivals including Apple and Google. Case Questions 1. 2. 3. 4. Who are Amazon's competitors? Why would customers shop at Amazon if they can find better prices elsewhere? Why did Amazon create most of its own technology from scratch? If Amazon buys products from other firms and simply ships them to customers, why does it need so many of its own distribution centers? 5. Will other retailers buy or lease the Web software and services from Amazon? Carn Amazon make enough money from selling these services? Write a report to management that describes the primary cause of the problems, a detailed plan to solve them, and show how the plan solves the problems and describe any other benefits it will provide 6