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Ina Fried Apr 19
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Amazon is always one step ahead

Symbol for Amazon Prime
Photo: Ant Palmer/Getty Images

Amazon is an iceberg: People only see what's above the surface. Meanwhile, underneath, the company just keeps expanding.

Why you'll hear about this again: This has proven true time and time again. When people thought of Amazon as a bookstore, it was already on its way to being an e-commerce giant. When all people saw was an e-commerce giant, Amazon was well on its way to being a marketplace and web services provider.