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If a consumer startup exists, there’s a good chance Amazon is trying to kill it.

Headlines about the famously aggressive online shopping giant bulldozing through retail categories are nothing new, of course; it seems like every other day brings a new breathless news cycle about the threat it poses to a new industry.

Sometimes lost in the mix, though, are the various ways in which it’s undermining even smaller niche startup markets from housecleaning services to subscription boxes to restaurant delivery. 

Amazon’s tendrils are growing into nearly every part of the e-commerce tech world. The company is so big that smaller efforts that may seem like an afterthought compared to its larger ambitions have the power to shake up sectors. Read more…

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