And those are the things that (to me) make Amazon Amazon. The things they have going for them are really: Brand/reliability (1.0), reviews/comments(2.0 - explicit user contributions) & the recommendation engine (2.0 - implicit user contributions).
As just an online superstore where you can find anything, they'd've had a lot less of an edge. The search engine + thousands of web-shops complex create a good enough alternative.
I think "Web 2.0" is just a meaningless buzzword like "enterprise". It might actually mean something, but people have misused the word for so long that it doesn't actually mean anything in practice.
