Today at the local tech-retail store a young boy (I say 12 years of age) said to his mother “No, Amazon is for books“.
Do you see the problem? Somehow the “Amazon = Books” is inside of young people. And the marketing division of Amazon has a lot to do not to loose young people to other retailers that sell “not only books”.
Popularity: 1% [?]
Geek. Projects. Software. 
It’s the same with mp3 player:
“Should I buy an iPod or a mp3 player?” is an interesting question, isn’t it?