I agree, it's a long game. If Wall Street investors told Amazon "grow as big as you can be, reach for the skies," then clearly they are in it for the longterm. Someone on this thread also mentioned that Amazon is re-investing its profit in growth, which is why its graph of sales maybe growing exponentially up but profit line is zero or flat. This is why I'm claiming that it's not a normal company. How can it afford to do what it's doing? And for that long (since 1997?)? Even if you find investors in Europe to do the same, you will have 2 problems: scepticism and not-so-deep pockets. The culture of risk taking is far greater in the US. I'm not sure why trade ministers over Europe are not talking more about the disaster (e.g. death of local book stores) that's being created by hurricane Amazon.