The rapid expansion of discounters Aldi and Lidl — whose share of the grocery market has rocketed from less than 4 percent a decade ago to nearly 13 percent today — has hit all traditional supermarkets. But the industry’s biggest fear is Amazon.

For many consumer brands today, it’s a life-or-death struggle to stay relevant. Never mind loved.

The big Japanese akita dog is stopped in his tracks by the box on wheels, unsure whether it is an equal to be greeted or another south London surface to be marked. His owner, hot on his heels, is just as surprised when he rounds the corner.

Amazon.com Inc’s 20-percent hike in the cost of Prime membership should deliver more than $1bn in extra revenue this year and cover any “rational” hike in United States Postal Service delivery fees, Wall Street analysts said on Friday.