I REMEMBER CHATTING WITH staff from the Irish Revenue Commission in 1996, well before the concept of taxing online commerce was rolled into Ireland. Back then, I marveled at the resilience of Amazon--but the Amazon of 1996 is a mere peanut compared to the Amazon of 2019.
According to Franklin Foer, today "Amazon controls nearly 40 percent of all e-commerce in the United States. More product searches are conducted on Amazon than on Google ... (and its) advertising business is as valuable as the entirety of IBM. One estimate has Amazon Web Services controlling almost half of the cloud-computing industry—institutions as varied as General Electric, Unilever, and even the CIA rely on its servers. Forty-two percent of paper book sales and a third of the market for streaming video are controlled by the company; Twitch, its video platform popular among gamers, attracts 15 million users a day". 
To better appreciate where Amazon is heading, it's important to speculate what Jeff Bezos, Amazon's founder, actually wants.
Bezos is focused on Blue Origin, a profit-seeking company that "builds rockets, rovers, and the infrastructure that permits voyage beyond the Earth’s atmosphere—by selling about $1 billion of Amazon stock each year". 
Space--for the sake of the survival of the species--is a remarkable end game for Bezos and Amazon.
1. Franklin Foer -- "Jeff Bezos' Master Plan" in The Atlantic, November 2019.