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Amazon has a secret weapon to get inside America's closets — and Walmart and Macy's should be terrified (AMZN).


Amazon's reputation is one of its strongest attributes — and that could represent trouble for the competition.

According to research by brokerage firm Instinet, Amazon has an "increasingly universal audience," and can attract customers from across the socioeconomic spectrum. There's no "stigma" attached to shopping Amazon like there would be from shopping at a discount retailer.

That advantage is most important for selling things like clothes, which people treat as more personal and are pickier about where they shop for it from.