It's an Amazon world -- Why Amazon is not your average retailer : introduction to retail strategy -- The prime ecosystem: redefining loyalty for today's modern shopper -- Retail apocalypse: reality or myth? -- End of pure-play e-commerce : Amazon's transition to bricks and mortar retailing -- Amazon's grocery ambitions : creating a platform to sell you everything else -- Amazon's whole foods market : a brave new era -- A private label juggernaut : here comes the squeeze -- Technology and frictionless retail -- AI and voice: the new retail frontier -- Store of the future : how digital automation will enrich the customer experience -- Shifting from transactional to experiential -- Retail fulfilment : winning the customer over the final mile -- The last-mile infrastructure -- Conclusion: peak Amazon?.