Executive Summary Amazon has many competitive advantages that will ensure continued profitability. Amazon recognizes that their most important job is to provide excellent e-commerce service to retailers and customers and believes the keys to success are listening to their customers and making long-term decisions as a company; however, Amazon lacks a readily identifiable 800 customer service telephone number. The other sustainable competitive advantage is their powerful means of distribution of products that ship to customers within 24 hours. Ordering books online is a simple convenience and a viable alternative to driving to the local bookstore. Situation Analysis Amazon.com is the giant of Internet e-commerce. Before Amazon, bookstores were brick and mortar. Now, books are ordered online through Amazon as well as a host of other sites. Amazon however was first to offer millions of books online. Their product line consists of selling books, electronics, jewelry, clothing attire, CDs, videos, DVDs, toys and games, kitchenware, computers, and more. Therefore, marketing is critical......

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