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It is possible to earn the #1 position away from Amazon.  But, to do that you need one of two things... A) A heavyweight site that is known as an authority in the product category where you are trying to compete with Amazon. B) A lightweight site that has multiple pages of deep content for the keywords that you are after.  You need a site that is well known enough for those keywords that people ask for it by name (meaning that they use the domain in Google queries or type the domain into the address window of Chrome). Situations A) and B) are earned through years of work, not by tossing up a few great pages or a ton of pages loaded with prattle.