
Many words have been written about the timing of Amazon’s Australian launch, with constant speculation and misinformation about the date. In coming years, the launch date will be nothing but a footnote. What really matters is how to respond to Amazon and, on this, there is much well-intentioned but unhelpful advice. Unhelpful because many commentators are now downplaying Amazon as “just another competitor” – when in fact the retail marketplace is about to be transformed. Following that advice could be the modern-day equivalent of launching a cavalry charge towards soldiers armed with machine...