Business 2.0 finally comes around to what I’ve been saying here for years, which is that Amazon is successful because of their great software. The article points out how well Amazon has done providing an e-commerce platform for other companies like Target, Toys R Us, and Borders. Those companies didn’t sign up with Amazon because they wanted to leverage Amazon’s brand, it’s because they wanted to use Amazon’s software and expertise. Check out Amazon’s listing of software development job openings, it’s pretty obvious that Amazon is a software company masquerading as a retailer.