As old and new Amazon.com competitors gear up to report earnings, investors are eager to know how they plan to withstand the growth of the No. 1 online retailer.

So far this quarter, Amazon has been brought up in some 130 earnings calls from S&P 1500 components according to a Reuters analysis. About 50 of those came in the last week alone.

More than 30 companies reporting earnings in the following weeks mentioned Amazon during their most recent earnings call or were directly asked about threats or opportunities regarding Amazon’s growth.

“Any retailer, whether it’s an online retailer or has online presence, or just brick and mortar, that tells you they’re not concerned about Amazon, they’re either in denial or lying,” said Steven Osinski, marketing lecturer at the Fowler College of Business at San Diego State University.

Beyond retailers like Wal-Mart and Target, and following Amazon’s planned acquisition of Whole