Natalie Berg and Miya Knights have written one of the definitive accounts of the rise of Amazon and its dramatic impact on the world of retail. As a financial analyst that has followed AMZN for over two decades, I found this book to be chock-full of insights and datapoints. Berg and Knights' explanation for why Amazon went physical - developing Amazon Go Stores, acquiring Whole Foods - is particularly compelling. There are valuable lessons in this book for investors and for retailers, especially for companies looking to excell at WACD: What Amazon Can't Do. I highly recommend this book.