Headquartered in Seattle, Washington, it is the world's largest online retailer.

Jeff Bezos founded Amazon.com, Inc. in 1994 and the site went online in 1995.

The name Amazon.com was chosen because the Amazon River is one of the largest rivers in the world.

Amazon.com started as an online bookstore but soon diversified into selling DVDs, CDs, MP3 downloads, computer software, video games, electronics, apparel, furniture, food, and toys.

Amazon.com listed with the tagline, ‘Earth’s biggest bookstore’.

Posted a net revenue of $34.2 billion and net income of $1.15 billion in 2010.

Amazon boasts of a customer base of 137 million which is more than twice that of GROUPON

In 15 years (1995 - 2011) Amazon went from 1 category to 16 categories

From all over the world. Amazon is a global company and looks for customers all around the world. They have got tie-ups with third party sellers for international coverage

Tech Savvy users and Early technology adopters. Separately designed products like Amazon mp3, Amazon kindle, Amazon Appstore for them.

Those who yearn on convenience shopping

Seller customers. Amazon’s primary objective is to bring maximum number of reliable sellers under it.

For example rottentomatoes.com is a competitor for IMDB.com and Google App Engine is a competitor for Amazon Web Services. These two in actual becomes competitor for Amazon Inc but not amazon.com

It allows Amazon to increase selection and grow faster

It also helps push down prices on Amazon as Third Parties fight for buyers

Another key driver of growth is Amazon Prime - Amazon's program that gives annual free two-day shipping for a $79 subscription

This could mean that more users might register for Amazon Prime

The e-commerce market is growing at 14% and every Amazon segment is growing faster

Following a bottom-up approach, every decision at Amazon is driven by the customer's needs.

Provides an easy interface for customers to register their complaints

All queries and complaints are addressed immediately

Customer feedback on products and packaging

Can return gift items

Sell online after return date

Amazon Fresh

Amazon.com

Diapers.com

Amazon Web Services

Zappos.com

Alexa

Audible.com

Amzon Cloud

It follows a mix of product, source and endorsing brand architecture

It is also a result of unplanned portfolio growth

With the Kindle effect, the e-book sales of Amazon surpassed paper book sales for the first time in last quarter of 2010.

The Amazon and Kindle brands are most certainly registered trademarks.

Most of the books that are downloaded for Kindle are copyrighted, and Amazon has a deal with the publisher/author to distribute the content electronically.

Amazon.com’s 1-Click Ordering: Storing a customer's billing information so that they do not have to enter it every time they make a purchase is also patented. It is also commonly referred to as 1-Click Checkout.

Amazon.com’s Internet-Based Customer Referral System:It is patented on the process of allowing other websites market their books for a commission.

Amazon.com has also been awarded patent for an automated system called “gift conversion” wizard that would allow users to return Amazon-derived gifts even before the order was shipped.

Customers see seller’s product ads on amazon.com

Customers click to product pages on seller’s website

Seller’s are charged a cost-per-click

Established separate websites in different countries

Acquired multiple organizations and websites

Internet-based

Started as an online bookstore

Sells a wide range of products now

Environment-friendly

Accessible

Customer centric

Buy everything at the click of a button

Advertising Awareness

e-Book Market Share

Brand Commitment

Source of Ad Awareness

Message Association

Amazon’s sales composition was 100% media sales in the first 3 years. By 2011 media just forms 43% of their total sales

Through Kindle, CDNow, audible.com instaVideo and AmazonMP3 they have a strong foothold in digital sales of media. They have thus reduced dependency on physical sales of media in their portfolio