From two-day shipping to check-out free stores, Amazon keeps resetting customer expectations–and changing the game for all retail.

“Amazon is not really a retailer. It’s a technology company with a relentless dissatisfaction with the status quo. That’s what enabled them to get where they are today,” says Natalie Berg, founder of NBK Retail consultancy and coauthor of Amazon: How the World’s Most Relentless Retailer Will Continue to Revolutionize Commerce. Here, she explains how...

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