For Juozas Kaziukėnas, founder of e-commerce intelligence firm Marketplace Pulse, its size poses another problem: the places its Western customers live in simply can not take much more stuff.
"Our cities were not built for many more deliveries," he tells the BBC.
That makes emerging economies like India, Mexico and Brazil important. But, Mr Kaziukėnas, suggests, there Amazon does not just need to enter the market but to some extent to make it.
"It's crazy and maybe should not be the case - but that's a conversation for another day," he says.
Amanda Mull points to another priority for Amazon in the years ahead: staving off competition from Chinese rivals like Temu and Shein.
Juozas Kaziukėnas is not so sure - suggesting the new retailers will remain "niche", and it will take something much more fundamental to challenge Amazon's position.
"For as long as going shopping involves going to a search bar - Amazon has nailed that," he says.
Thirty years ago a fledging company spotted emerging trends around internet use and realised how it could upend first retail, then much else besides.
Mr Kaziukėnas says for that to happen again will take a similar leap of imagination, perhaps around AI.
"The only threat to Amazon is something that doesn't look like Amazon," he says.
