Sunny Dhillon Contributor Sunny Dhillon is a partner at Signia Venture Partners. More posts by this contributor The rise of experiential commerce Approaching e-commerce investments in the age of Amazon Late last year, after Amazon announced it had acquired the rights to J.R.R. Tolkien’s epic “Lord of the Rings” saga for $250 million, I wrote how the move underscored Amazon’s relentless pursuit to build one platform to “rule them all.” Now that Amazon is investing half a billion dollars into developing a Middle Earth show – making it the most expensive TV series ever made – it won’t be a surprise to see Jeff Bezos front and center at the Emmys soon. But Hollywood isn’t the only industry Amazon wants to upend.