A Gmail competitor could...
...directly integrate with AWS where businesses are sending email (instant delivery, no worries about a competitor blocking or delaying email)
...be the default connection on Kindle devices
...be the source/container for inbound Alexa notifications
...integrate with Amazon shopping/notifications (especially in the web browser) including a new place to sell advertising to partners
...be a B2B corporate product for companies looking for an alternative to Google and Microsoft
...keep Amazon emails out of the prying eyes of other inbox providers
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