I think it is a good stock but their margins are slim. I order things (mostly books and small items) from them every 2,3 months and I wonder how they make a profit.
I think that they need to expand past online retailing and try something else that would encourage people to use their site, like online movies (Hulu, Netflix) or try something similar like Ebay's auction site and develop an approach like Alibaba; the Chinese site that is like Ebay plus Amazon combined.
They already have the IT capacity and the management skills, it would not take much to branch out.
They recently leased numerous planes and hundreds of trucks so they can start their own transportation network. I guess they have figured that they can transport their own products cheaper than UPS or Fedex can do it. That's a good start. It works for Target and WalMart.
But they are only going to get bigger. Traditional retail outlets are declining. People shop their to see and compare items in person, then return home to buy it from Amazon.
Online sales increase every year. It's cheaper, more convenient and they don't have any major competitors.