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BN is a non-factor until they start to sell outside the US. Amazon is doing a fine job of taking a massive amount of market share across the globe. Let's face it, even with DRM free books and the ability to convert most people are going to stick with the format they started with because they are lazy. So kindle users are likely to stick with a kindle.
The US market is probably close to saturation. Without a global market, BN is going to struggle to sell their product. It doe not appear that they have made much of a dent in Amazons customer base in the US and they are not trying to challenge outside the US.
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