'Death by Amazon': 20 once-thriving companies that find themselves in the e-commerce giant's crosshairs

Ticker: BNED

1-year performance: -38%

% below all-time high: -74%

Share of Voice score for "textbook": 1.3%

Amazon's Share of Voice score for "textbook": 6.9%

Share of Voice source: CFRA analysis

Ticker: BKS

1-year performance: -0.1%

% below all-time high: -84%

Share of Voice score for "books": 23.2%

Amazon's Share of Voice score for "books": 12.2%

Share of Voice source: CFRA analysis

Ticker: BBBY

1-year performance: -16%

% below all-time high: -80%

Share of Voice score for "cookware": 2.4%

Amazon's Share of Voice score for "cookware": 23.3%

"Our negative investment view reflects our belief that BBBY's shares (up 50% year-to-date) have raced far ahead of purported turnaround narrative and a compelling Sell opportunity exists," the analysts wrote.

Share of Voice source: CFRA analysis

Ticker: BBY

1-year performance: -14%

% below all-time high: -19%

Share of Voice score for "electronics": 1%

Amazon's Share of Voice score for "electronics": 8.1%

"Our negative investment view reflects headwinds we see as the U.S. smartphone market approaches oversaturation," the analysts wrote.

Share of Voice source: CFRA analysis

Ticker: BGFV

1-year performance: -71%

% below all-time high: -88%

Share of Voice score for "fitness equipment": 0%

Amazon's Share of Voice score for "fitness equipment": 11%

Share of Voice source: CFRA analysis

Ticker: BIG

1-year performance: -6.5%

% below all-time high: -41%

Share of Voice score for "cookware": 0%

Amazon's Share of Voice score for "cookware": 23.3%

"Beyond the first quarter, we're wary BIG can achieve gross margin expansion in FY 20," the analysts wrote.

"BIG said the expansion rests on the assumption that Furniture, Seasonal, and Soft Home will outperform; however, we see intensifying pressures in these categories not only from Amazon, but also from Walmart's recent launch of a digital home brand, moDRN."

might peel out dara's IPO comparison to AMZN + FB in t

Share of Voice source: CFRA analysis

Ticker: DKS

1-year performance: +15%

% below all-time high: -43%

Share of Voice score for "sports deals": 18.7%

Amazon's Share of Voice score for "sports deals": 24.5%

"Our Hold rating reflects headwinds we see for DKS in FY 20 from the phasing out of hunt and electronics segments," the pair of analysts wrote. "That said, we expect them to meaningfully abate and be a long-term positive for margins in FY 21."

Share of Voice source: CFRA analysis

Ticker: GME

1-year performance: -31%

% below all-time high: -87%

Share of Voice score for "video games": 7%

Amazon's Share of Voice score for "video games": 17.1%

"Our negative investment view reflects Jan-Q's disappointing performance and our uncertainty of GME's future direction," the analysts wrote.

Share of Voice source: CFRA analysis

Ticker: KIRK

1-year performance: -49%

% below all-time high: -81%

Share of Voice score for "home decor": 5.4%

Amazon's Share of Voice score for "home decor": 10.8%

Share of Voice source: CFRA analysis

Ticker: ODP

1-year performance: -19%

% below all-time high: -95%

Share of Voice score for "office supplies": 33.1%

Amazon's Share of Voice score for "office supplies": 9.8%

"Our negative investment view reflects severe operational challenges we see from ODP's growth-by-acquisition strategy," the analysts wrote.

They added: "We also see gross margin deterioration and languishing comps driven by customer migration to Amazon."

Share of Voice source: CFRA analysis

Ticker: OSTK

1-year performance: -67%

% below all-time high: -86%

Share of Voice score for "dresser": 1.3%

Amazon's Share of Voice score for "dresser": 9.9%

Share of Voice source: CFRA analysis

Ticker: PRTY

1-year performance: -49%

% below all-time high: -65%

Share of Voice score for "party supplies": 22.5%

Amazon's Share of Voice score for "party supplies": 13.2%

Share of Voice source: CFRA analysis

Ticker: PETS

1-year performance: -40%

% below all-time high: -60%

Share of Voice score for "pet supplies": 5.1%

Amazon's Share of Voice score for "pet supplies": 13.7%

Share of Voice source: CFRA analysis

Ticker: PIR

1-year performance: -65%

% below all-time high: -97%

Share of Voice score for "home decor": 8.3%

Amazon's Share of Voice score for "home decor": 10.8%

Share of Voice source: CFRA analysis

Ticker: SIG

1-year performance: -49%

% below all-time high: -87%

Share of Voice score for "jewelry": 3.8% for kay.com, 2.9% for jared.com, and 0.12% for zales.com

Amazon's Share of Voice score for "jewelry": 10.7%

"Our negative investment view reflects SIG's over-reliance on store closings (150 announced for FY 20 after 262 in FY 19) and increased promotions to clear excess inventory (up 4.7% in Jan-Q), which, we forecast, will result in further brand erosion," the analysts wrote.

Share of Voice source: CFRA analysis

Ticker: MIK

1-year performance: -43%

% below all-time high: -67%

Share of Voice score for "drawing supplies": 13.1%

Amazon's Share of Voice score for "drawing supplies": 24.5%

Share of Voice source: CFRA analysis

Ticker: TIF

1-year performance: -5%

% below all-time high: -31%

Share of Voice score for "jewelry": 6%

Amazon's Share of Voice score for "jewelry": 10.7%

"Our Hold rating reflects our wariness on TIF's decision to lower prices in China, forex headwinds in 1H FY 20 (from a stronger U.S. dollar), offset by rich brand heritage and strong partnerships with key influencers," the analysts said.

Share of Voice source: CFRA analysis

Ticker: TTS

1-year performance: -36%

% below all-time high: -85%

Share of Voice score for "tile": 2.1%

Amazon's Share of Voice score for "tile": 22%

Share of Voice source: CFRA analysis

Ticker: WSM

1-year performance: +7%

% below all-time high: -42%

Share of Voice score for "cookware": 16.7%

Amazon's Share of Voice score for "cookware": 23.3%

Share of Voice source: CFRA analysis