Amazon turns 25 and what are the biggest challenges facing the world's most powerful company?

By now, the inception of Amazon on 5 July 1994 is a well-worn tale. On this day 25 years ago, the 30-year old Wall Street whizz-kid, Jeff Bezos finally packed in his comfortable hedge fund job to set up an online bookstore from his garage in Seattle.

Today, Bezos brain-child is now the second most valuable company in the world at $928billon and described as the most powerful brand on Earth.

Amazon’s reach and growth seem limitless. But as Bezos said to his employees recently, Amazon is not too big to fail. In fact, I predict one day Amazon will fail. If you look at large companies, their lifespans tend to be 30-plus years, not a hundred-plus year.

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