If at first you don't succeed, buy, buy again; also see Why it makes sense for Walmart to buy Jet.com — even for $3 billion (Recode)
"The discussions are an acknowledgment of the tough reality of America’s $350 billion e-commerce market, which has for years been dominated by Amazon. While plenty of competitors — including physical retailers and online start-ups — have tried to take on Amazon with strategies like focusing only on specific niches of the market or having flash sales, none have succeeded.Walmart Is Said to Be in Talks to Acquire Jet.com - The New York Times
Of all that have tried, few have been seen as anti-Amazon as Marc Lore, Jet.com’s founder, has. An entrepreneur who previously founded the parent company of Diapers.com and later sold it to Amazon for $550 million, Mr. Lore and Jet.com were featured on the cover of Bloomberg Businessweek in January 2015 — before Jet.com had made a single sale — with the headline “Amazon Bought Marc Lore’s Company. Now He’s Coming for Them.”"