Amazon's best hope of adding something Uniquely Amazon is, in my opinion, less high-end Apple/Microsft, more in the theatre of retail and reflecting choice, range and connection with the consumer. Imagine a store that changed it's context and refreshed every 2/3 months, reflecting what people were buying. Or even themed around events or seasons (like a huge ever-changing carousel of tpoical, popular, upcoming or unusual but inspiring content...)
A curated Urban Outfitters on a huge scale, sited near their distribution centres for example.
I'll shut up now. I'm dreaming.
Here's WARC's take on it...