When my Watching Amazon co-host John “ColderIce” Lawson and I recorded our latest episode, we were focused on the recent announcement Amazon made barring their third-party merchants from using FedEx ground service to deliver to Prime members, hinting that it thinks the service is too slow to get packages to their destinations in time for # Christmas. And while we got into the implications of that move for sellers on the platform, we touched on a prediction that Amazon could actually double their revenue by 2023 – which seems like an incredible feat if they can pull it off. But with this being the end of another decade – a decade in which Amazon seemingly dominated the headlines in a variety of ways – we had to discuss what we think was the most impactful “thing” the company was responsible for during the 2010s.