Can anyone challenge Amazon’s growing ubiquity? Absolutely. Is the Seattle behemoth invincible? Absolutely not, no matter how many MBAs it hires. Our first proof is several thousand years of recorded history, which demonstrates that mighty empires always eventually fall. Our second support is a fantastic article in The Atlantic (See below) which notes that in the middle of the 20th century, Sears’s US revenue represented about one percent of US GDP. That compares with Amazon’s $80 billion of North American revenue in 2016 against a GDP of $18.5 trillion. So if history is any guide, there’s likely to be a new Amazon one day (or should we say a new Sears?).