Can You Beat Amazon at Their Game? 🕒 5 min read By Frank Hurtte The vultures are circling again.   Every few years, the doomsayers resurface: Amazon's eating distribution. E-commerce is the death of wholesale. Distributors are obsolete. The headlines are predictable. The advice? Equally predictable and predictably wrong.   Build your own Amazon. Hire consultants to help you compete on speed and price. Invest millions in e-commerce platforms. Match their logistics. Underprice the giants.   If you take that advice, you'll lose. And you'll waste time, money, and energy doing it. Here's why: You're competing on their battlefield instead of yours. W hat Amazon Does Better (And Always Will) Let's be honest. Amazon, Grainger, Faire, and the newer B2B marketplaces have invested billions in logistics, data, and algorithms. A mid-sized distributor can't match their speed or price. Competing on those terms is like a neighborhood bookstore trying to o...