Even though I do think brick and mortar stores should at least be aware of what Amazon is doing.
I assure you that they are acutely aware of what Amazon is doing.
The question still remains if Amazon can actually stop bleeding red and profit.
Amazon could be profitable tomorrow if they chose to be. You only have to look through their financial statements to show that. They reinvest heavily in growing the company and in some pretty speculative projects (Fire Phone) and as long as Bezos is CEO I don't see that changing. And honestly I think that is a good plan at least in principle - and so far the execution has been good. The biggest danger to Amazon is if a company like Walmart figures out a way to use their thousands of existing stores as warehouses in addition to being stores AND get people to think of them for online purchases.
Obviously Amazon is better on consumers and their obsessive need for instant gratification.
Umm, not so much. For most of Amazon's customer base there is at minimum a 24 hour delay before receiving any purchases. I can wander down to my local Walmart in about 15 minutes if I want "instant" gratification.
The advantage for Amazon of course if they can manage to streamline delivery and offer good prices is that they have less physical over head over a Walmart.
That's not really as true as you might think. That's something of a myth left over from the early days of Amazon. Amazon has been busy building warehouses all over the place to facilitate efficient and fast delivery and these incur substantially the same costs as brick and mortar stores. They are doing this so that Walmart and the rest don't steal a march on them and use their stores as warehouses. Remember that your local Walmart is almost certainly closer to you than your nearest Amazon warehouse so this means that Walmart could in theory be able to deliver products quite rapidly if they work out the system for doing so and they are among the best at logistics in the world.
The problem is, that State's are now implementing sales tax requirements and the online merchants may not be able to convince as easily consumers to buy merchandise online vs going to a store.
Again Amazon is actually supporting collection of sales tax now. They believe it actually works in their favor and they are probably right. The sales tax on internet sales was all but inevitable so Amazon is getting ahead of the problem early.