Abstract
Amazon.com, which went online in 1995, has been the first company to thoroughly understand the fundamental basics of e-commerce, and who skilfully knew how to use the evolutions in the Internet landscape and composition to its advantage, constantly adapting to the market. Amazon.com is an innovative, bold and flexible company, which flooded the markets and used technological improvements and a customer-centric approach to convince the most sceptical customers to buy online. Although Jeff Bezos, the founder, did not have any background or knowledge in the retail book market, he proved able to build an effective and efficient business model and to add value to its business year after year, while resisting to the fall of "Dots.com?.
