To better understand Amazon’s market potential, you have to look at how Americans currently shop. Despite the hysteria around Amazon’s monopolistic tendencies, our entire retail economy is skewed to support legacy retail ecosystems: many of our jobs, our subdivisions, even our highways. It’s for this reason that America is considered somewhat of a laggard in eCommerce. Other developed nations have done a better job of building their economies for modern retail. Like a thriving suburb, America’s economy is built around the American mall.