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Amazon at 30: What next for 'The Everything Company'?

Can Amazon sustain its rapid growth since 1994 - or will rivals or regulators cut it down to size?

One option is to try to tie the threads between existing businesses: the vast amounts of shopping data Amazon has for its Prime members might help it sell adverts on its streaming service, which - like its rivals - is increasingly . For Juozas Kaziukėnas, founder of e-commerce intelligence firm Marketplace Pulse, its size poses another problem: the places its Western customers live in simply can not take much more stuff. Amazon, she says, has "created the spending habits" of western consumers by acting as a trusted intermediary between them and Chinese manufacturers, and bolting on to that easy returns and lightening fast delivery.

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