At the same time, Amazon's robotic efficiency, while great for diapers and trash bags, is hardly a formula for creating love among consumers. So new online outfits like American Giant are using a decade's worth of lessons from the Amazons of the world to create their own specialized, highly personalized vertical stores centered on products and values people actually care about, in categories such as apparel, food, and furniture. "Never in the history of retail has the opportunity to build a brand been better," Winthrop and Komisar write. They call it the "post-Amazon world."