1. What drove Amazon's early success? What did Amazon's bookselling model do for the customers and its cost to serve? Why did Amazon move into so many categories so quickly? What mistakes did Amazon make regarding categories? Why did Amazon move into warehousing so early? 

2. What are the advantages and risks of opening your retail platform to third parties? What benefits does Amazon get? Any dangers?

3. What is the logic of Amazon Prime? Kindle Fire? Fire Phone? Amazon content development? In what way do they offer synergies with the core business?

4. What do you think Amazon will look like 10 years from now regarding its product scope, geographic scope, vertical scope, and advantages? What resources are needed to deliver the advantage?

5. If you were a traditional retailer, how would you respond to the threat from Amazon?