The market is not easy to enter – or, better said, it is not easy to compete, so you can enter easily but you will probably go out of business with the same speed. It is very competitive internally, with low margins. High market rents (ex. Of Fifth Avenue). Strong balance sheet. Amazon NPM = 3.2% Borders = With gas prices hitting new records almost daily, it is easier for people to buy through the internet at the lowest possible price then to make the trip to the mall.