The selection of books was a clever decision because books are a ubiquitous, commodity product that have universal appeal, are easy to ship and do not need to be touched before being purchased (especially important in the late 90s when e-commerce was still a novel concept to many consumers). The first of these was Jeff Bezos’s foundational decision to initially launch the e-commerce platform with an exclusive focus on books as an area to build competency and capability, before expanding into other product categories. Over Amazon’s 23-year history, there were several factors that I believe have been critical to its success. Since launching in 1994 as an online book retailer, Amazon has grown to become the world’s largest e-commerce and cloud computing company with a market capitalization of ~US$400B and over 260,000 employees worldwide. Amazon has been one of major success stories of the digital era.
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