Retail Industry is Freaking Out Over Threat of Amazon Stores Founder Jeff Bezos took home the National Retail Federation’s prestigious Gold Medal Award yesterday, marking the first time an online retailer has received the award. Amazon has probably been the single most disruptive force in retail in the past years, and is therefore not exactly beloved by the traditional brick-and-mortar industry. So as NRF’s membership base is comprised mainly of brick-and-mortar retailers, acknowledgement from the organization is a bit of a big deal for e-commerce.

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