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But that might be what it takes for these stores to thrive. What happens when Amazon slowly but surely competes more and more with physical locations? The company’s already expanding its grocery business, for instance, and is reducing the amount of time it takes to ship items to customers with multiple services. Amazon Books — if it’s successful — could easily become an Amazon Market. There are other advantages, too. If an item on the shelf is sold out, retail stores could provide incentives for people to pull out their phones and have the item shipped to their home later on. Surely that’s better than just losing the customer.