Fortune has a piece about how Target, while acknowledging that Amazon has had an impact on retailing, believes that its primary goal should not be to compete with e-commerce juggernaut.

“We are going to win when we’re the best Target, and not trying to be a competitor against Amazon or anyone else,” Target CFO Cathy Smith said at the magazine’s Most Powerful Women Summit in Washington, D.C. “That’s what keeps me up at night - just trying to make sure we’re executing, not trying to compete with someone like Amazon.”

Ultimately, Smith said, “the competition will benefit shoppers in the form of better prices and service; after all, she added, 85% of the American population has shopped at Target. Amazon ‘causes disruption, and the consumer wins,’ she said. ‘And it causes all of us to step up our game’.”