Is Amazon Getting Too Big?

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When amazon made a bid for Whole Foods, a company that's been a huge but largely online presence for consumers suddenly seemed to be everywhere, raising the questions, "How big is amazon going to be?"

Imost of the areas Amazon has recently entered, be they groceries or streaming video or India, Amazon is far from dominant. But some observers fear that as Amazon’s breadth grows, the power of its ecosystem could stifle competition and erode jobs.

“Imagine getting your pay-TV service, groceries, banking, insurance, etc. all through one company. That’s the threat that Amazon poses,” said Michael Greeson, director of research at business analysis firm The Diffusion Group.

To consumers whose seeming every wish can be fulfilled by the more than 400 million products available for sale, its scope can seem enormous. Amazon sells 52% of all books (print, electronic and audio) in the United States. Forty-three percent of all online commerce goes through Amazon. It’s got 45% of the cloud computing market, meaning it's the single largest provider of infrastructure that runs thousands of popular websites. It's not in banking and insurance, though analysts say that wouldn't be a stretch.

Deep pockets and a growing and sophisticated distribution network mean it's a fearsome price competitor, worrisome to rivals in any market.