One thing I've found Amazon not so great where physical stores might still have edge is product categories that could have a million variations where the cosmetic aspect is really the only differentiating factor – windbreakers, mugs, buckets. A narrower curated selection could plausibly offer a decent option to every span of the spectrum of tastes and needs, where now there are like 460 pages of products and the first 5 are all spins on the same style you don't want