The battle between Tractor Supply Company and Amazon as Amazon expands its ambitions into the heartland w/ the announcement of its plans to upgrade delivery service into more rural communities. Amazon plans to invest more than $4 billion by 2026 to expand its delivery network into rural America. This is just another clear sign that the power of convenience and favorable pricing when it comes to winning consumer spending trumps all, tough day for any business competing when Amazon shows up in town.