Although some of the points made by the blog are interesting, he is underestimating somethings. You don't need a buy button on the boxes at all, computer vision can auto-detect the brand and let Amazon offer you an option to buy it with little effort. You can do that today with barcode. Amazon already has all the infrastructure from "buying" to "shipping product to consumer". All they are doing is making buying easier - it's not revolutionary but a logical step forward. All said, retail stores should definitely be worried about this because Amazon is making it extremely easy to buy stuff now.