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Part V: Case Studies > Amazon.com: Browsing the Aisles of the Web’s Supreme Ret...

Chapter 13. Amazon.com: Browsing the Aisles of the Web’s Supreme Retailer

“You can’t have everything. Where would you put it?”

Steven Wright

Opening for business in July 1995, Amazon.com started with the mission “to use the Internet to transform book buying into the fastest, easiest, and most enjoyable shopping experience possible.” Today, Amazon stands not only as a pioneer of the Web, but also as the undisputed leader of online shopping.


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