Being a Fortune 500 company, Amazon, started by Jeff Bezos in 1995, is the global leader in e-commerce. Amazon offers a wide variety of products, ranging from hardcover books to jewelry to electronics, as conveniently as possible to its customers (About Amazon, 2009). Although Amazon has begun to revolutionize retailing, the company’s competitive advantage and evolution has been put into question. The competitive advantage and evolution of Amazon can be analyzed by determining if the company if moving away from its core competency as a leading online retailer, presenting areas where Amazon is competing with Google and Microsoft, addressing the company’s databases and its uses, and describing how Amazon uses e-Business and e-Commerce for B2B and B2C. Amazon is the number one retailer of online merchants. Amazon accounted for 8% of all U.S. online retail sales in 2006. Amazon increased its web sales by 26.1% from 2005 to 2006, from $8.5 billion to $10.7 billion (Brohan, 2008). In 2008, Wal-Mart and Amazon were competing for the Holiday online retail traffic. On Black Friday Amazon took over with 11.06% of US visits (Wauters, 2008). Not only has Amazon been one of the number one online retailers since 2005 in the United States, it is also a leading online merchant in the UK, Canada, and China. The UK was the top online retailer in the fourth quarter 2008 with 15.6 million Britons each month. Today, Amazon is the number three book retailer in the UK and is still expanding in every way possible throughout the world (Snol, 2009). Amazon is expanding in Canada by partnering with Canada’s leading On-Demand eCommerce allowing Amazon to have simple pay, which provides online customers with a convenient and easy ordering mechanism (Press Releases, 2009). Amazon’s Joyo.com is China’s leading online retailer. This site provides China with the widest selection of media products, toys, and electronics, as well as ships Chinese language books around the world (Business...
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