3.0 MARKETING IDEA Amazon is already a behemoth of American business. It’s the 56th largest company in America by market capitalization. It’s the 15th biggest retailer in America by revenue and by far the largest Internet retailer. And in a country that seems already dominated by e-commerce, the company has a lot of room to grow. After stripping out things like gasoline sales that can’t migrate to the Web, Raymond James analyst Aaron Kessler estimates that e-commerce represents roughly 12% of retail sales overall, and that that figure could double in the next 10 years. And Amazon is not just growing along with Internet retailing. It’s actually gaining market share in that category by growing at three times the rate of e-commerce overall. Nevertheless,