(Seattle)

If you listen to the media, Amazon is a retail juggernaut posed to swallow just about every industry. The company has lived by Bezos’ famous mantra “your margin is my opportunity”, and has thrived by dominating commoditized low-margin businesses. However, the company has some inherent limits and part of what has made it so successful is that not every industry is an Amazon industry. In particular, one area of retail the company may not be able to crack is high-margin uncommoditized business. These are not its forte, and driving down costs and making such goods widely available is not what drives value. That is why many luxury brands, for instance luxury handbag makers, refuse to sell on Amazon.

FINSUM: We will not put anything past Amazon, especially in its home turf of retail, but the company has not done well in moving into luxury. So what.