If you haven't heard of the Amazon Effect, you haven't been paying attention. Amazon is the world's largest online retailer, as well as a major cloud services provider that competes with Microsoft and Google. The so-called “Amazon effect” refers to the impact that the digital market has on the traditional business model, particularly in terms of consumer expectations and the new competitive landscape (Read, 2016). Traditionally, market competition involves offering customers a combination of selection, price, service and convenience. E-commerce has changed the game by offering naturally superior selection and convenience. Today's market is all about customer experience and physical stores still have the advantage of immediacy and personal experience. Tomorrow's market will likely require innovation on both sides of the spectrum to keep pace with the evolving dynamics of technology and modern lifestyles. Say no to plagiarism. Get a tailor-made essay on "Why Violent Video Games Shouldn't Be Banned"? Get an original essayAmazon offers customers a virtually immediate and hassle-free shopping experience; one that traditional retailers have difficulty competing with. According to the Economist, major department store chain Macy's planned to close 100 of its 728 stores in 2017. About 10,000 stores belonging to other chains in the United States were said to close that same year. Just as Walmart conquered America by saving consumers money, Amazon is now conquering what seems to be the entire world by saving consumers time. Additionally, Amazon is setting the standard in convenience, valuable features, and expansive network. A recent study conducted by SOTI found that 92% of shoppers prefer stores that offer mobile experiences over traditional brick-and-mortar style stores (Grosman, 2018). Today, convenience is the top priority for customers, and millennials are twice as likely to adopt new technologies and digital trends than previous generations (Read, 2016). Stores that offer e-commerce are not only more convenient for consumers, but often offer better service. selection and simplifies price comparison. E-commerce also has its advantages for the retailer. There are no costs associated with maintaining a physical store for fully online businesses like Amazon. They can also accept orders 24/7, thus increasing their sales volume. It's also easy to advertise and much more accessible to consumers in many ways than brick-and-mortar stores. Not surprisingly, it is much more difficult to build an e-commerce business on top of a traditional e-commerce business as it is expensive and requires building complex websites and in-depth management of shipping products to individual consumers, rather than mass shipments to stores. fronts. However, Millennials have specific behaviors and attitudes in the market; and although Amazon currently has the advantage of being the largest e-commerce company, it is still in strong competition with other retailers offering online ordering services. According to a study conducted by Millennial Marketing, the six areas related to brand performance where millennials place the highest value are: social circle (if the brand is part of the consumer's inner social circle), self (if the consumer connects emotionally with the consumer) brand), innovation (if the brand constantly innovates and grows), trust (if the brand considers consumers' needs the highest priority), proactive (if the,.