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Mirror, mirror on the wall, so who is the cheapest of them all?

For months we have been surrounded by a wall of noise – mainly from media commentators and investment analysts who have loud opinions but no real idea – about the ‘power of Amazon’ and how its online model will crush all before it. Now we get to see the reality for ourselves. But an interesting study came to light recently that sheds new light on the survivability of the Amazon model into the medium and long term. Conducted by BMO Capital Markets in the United States, an extensive cross