Amazon.com Inc.'s been plowing into industry after industry, and executives atop some of the biggest U.S. banks are hoping finance won't be the next target for disruption.

The tech juggernaut and others like it would have several advantages if they decide to edge into financial services, including strong funding and familiarity with their users, said Andy Cecere, chief executive officer of U.S. Bancorp, the nation's fifth-biggest commercial bank.

"That is something that we all have to be very cognizant of and make sure we don't lose our place in that relationship," Cecere told bankers and regulators Tuesday at a conference in New York.

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