The Amazon threat to Woolworth is over rated. The whole concept of Amazon buying a bricks in mortar business in the US is a testament to conventional retailing. If the threat of Amazon is lower pricing - I wonder how it will achieve this with suppliers who are already selling all their products to the duopoly and have little incentive to offer the same product to a newcomer at a lower rate. Online retailing has been a feature of Coles and Woolworth for some time now and the only likely bricks and mortar target would be the weakest link in retail - Metcash. It's also unclear how Amazon would overcome Australian logistical challenges with a nimble footprint to pose a credible threat to the duopoly. Perhaps in the years to come Amazon will admit it's folly here like Uber did in China and Russia as an example.