Killing off helpless bookstores and big box retailers hasn't been enough.
On Wednesday Amazon asked journalists, developers and Amazon customers to request invitations for a news event scheduled for June 18. If reports are to be believed, Amazon will either announce its plans to enter the smartphone space or unveil an actual device.
In Wednesday's tweet announcing the event, the company included an image of a black object with an Amazon logo that could be a phone.
Jan Dawson, a technology-industry analyst who runs research and advisory firm Jackdaw, described this as Amazon's entry in the most ubiquitous device category there is.
The smartphone is a growth area, but just like the living room, it's a crowded, competitive one.
It is dominated by Samsung, which has a 31% market share, followed by Apple, which controls 15% of the market.
What does Bezos hope to accomplish with an entrance into this space?
I don't doubt for a moment that Bezos understands the end-game for Amazon. But as evident by the stock's 23% year-to-date decline, the company's persistent "growth at all cost" mentality is quickly becoming an annoyance to investors.