Abstract
Amazon is company which has been experiencing strong expansion. They moved from book distribution to, tools, auto, industrial, sports, health & beauty, grocery, electronics & computers and other products and services. Amazon is constantly scrutiny new market for new growth opportunities. The latest market entering was the video rental services over the internet. This market contains high margins, enormous potential growth but a slow speed. So in the meanwhile Amazon wants to build brand awareness the home video rental market. This enables Amazon to gain brand awareness in the video rental market and ride the increasing demand wave of the home video rental business. To do this 2 options occur. One is to directly enter the market and build the business from ground up. Second to buy our way in through a market leader. The Netflix stands out as the choice of excellence.
