Several factors contributed to the rapid growth of Amazon Prime in 2016. One of the key factors was the Amazon Marketplace, an online network that enabled sellers to gain access to the world's largest e-commerce platform. This allowed customers to choose from millions of products without Amazon having to invest in additional inventory. Amazon's ability to track purchase data also allowed it to enter and dominate any segment the minute it became lucrative. Traditional retailers' late response to the Amazon e-commerce threat also played a role. In 2016, while US retail grew at 4%, Amazon Prime grew at over 40%. Amazon's growth is inversely correlated with the rest of the sector, meaning that as Amazon's cost of capital continues to decline, it increases for other retailers.
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