Companies are able to get large simply because of technology the people on HN have built enables scaling. There is no point having more than one Amazon, and a lot of conveniences that come from Amazon’s scale.
Monopolies are not good things. I've been boycotting Amazon for almost 10 years, you can too.
We might explore breaking up the data centers from the software lines of business across Google, Amazon, Microsoft, Meta, and more. We have become enamored with vertical integration and acquisitions to the determent of vibrancy in our economy.
There is some reason to think that personal AI agents like Meta Muse will disrupt Amazon's retail business. Amazon currently blocks those bots and doesn't seem to have a strategy to address them.