There is a lot of information available in this industry about expanding retail sales of HME products to your patients. You see it in many publications, at Medtrade, at regional or state association meeting as well as manufacturer sponsored events. While the information provided is useful and accurate when it comes to physical merchandising and sales methodology, It falls short when it comes to addressing the “retail apocalypse” by re-emphasizing tradition retail models. Amazon has played an important role in shutting down many traditional retail businesses. We, as an industry, must look beyond traditional retail to the success stories of retail survivors by understanding how they are able to adapt in spite of Amazon.