netmeg - 3:15 am on Jul 11, 2012 (gmt 0)
What I see across a number of sites is that authority and trust come first, and failing that, Google resorts to big brands. Which is pretty much what people do, too. You can compete with a brand if you can find a way to make yourself the authority. That means offering something the brand doesn't.
I can't compete with Amazon on books, and I'm never gonna try, but I can compete with them on some products that they may sell cheaply, but can't advise the customer on how to pick the right one for his need, with the correct options and accessories, and how to care and maintain it, or repair one he already has. That's my UPV, so that's where I go.
That seems to align pretty well with what Matt was saying.