Ben Evans:

Amazon is so new, and so dramatic in its speed and scale and aggression, that we can easily forget how many of the things it’s doing are actually very old. And, we can forget how many of the slightly dusty incumbent retailers we all grew up with were also once radical, daring, piratical new businesses that made people angry with their new ideas.

The linked piece by Ben Evans shows both how everything old is new again and how systematically Jeff Bezos is scouring the old for ideas to repurpose to keep Amazon growing.

One example:

In Émile Zola’s Au Bonheur des Dames, a tremendously entertaining novel about the creation of department stores in 1860s Paris, Octave Mouret builds a small shop into a vast new enterprise, dragging it into existence through force of will, inspiration, and genius. In the process, he creates fixed pricing, discounts, marketing, advertising, merchandising, display, and something called “returns.” He sends out catalogs across the country. His staff is appalled that he wants to sell a new fabric at less than cost; “that’s the whole idea!” he shouts. Loss leaders are nothing new.

Meanwhile, the other half of the story follows the small, traditional shopkeepers in the area, who are driven out of business one by one. Zola sees them as part of the past to be swept away. They’re doomed, and they don’t understand—indeed, they’re both baffled and outraged by Mouret’s new ideas.

Fantastic read.