But what's convenient for consumers (and shareholders), has had an enormous impact and provided untold amounts of collateral damage on its competitors, both physical and virtual alike.
But not every area of retail will experience "the Amazon effect" in the next few years, say experts.
"Even though we own Amazon, we're value investors," said Trip Miller, managing partner at Gullane Capital Partners. "But as value investors, we look at investments through the lens of Warren Buffett and Charlie Munger -- would they own it and is Amazon going to kill it? We think there are opportunities out there that are Amazon-resistant."
Areas like small convenience stores, freight and logistics and buying a car are still largely Amazon-proof, with companies like Dollar General (DG) , FedEx (FDX) and Penske Automotive Group (PAG) warranting mention.