There's not much you can innovate with online retail. It's a matter of getting products onto customer's hands the fastest at the cheapest price. Amazon can do that. It's not like Google or Microsoft or Apple where you can invent better search, laptops or desktop apps. Someone is going to have to figure out how to beat him in price matching and in shipping logistics
Like I said, companies better develop some teleportation tech and put a patent on it
Maybe put a hyper loop under ground alongside Elon Musk's hyper loop that's for shipment and send goods that way 300 miles per hour and put a patent on it
Then maybe you can fukk with Amazon