An online seller of goods and services, founded in 1995 by Jeff Bezos, which was mainly focused on selling books. Amazon.com was immediately successful and has a robust business model. Since its inception Amazon.com has consistently enlarged the choice of goods and services offered to customers and expanded its ability to deliver from a worldwide set of warehouses. It has also used technological innovation to get closer to its customers: it also has intelligence software systems that analyse individual customer's preferences and buying patterns and offer them related goods (‘Listmania’ and ‘Wish List’). Amazon.com is primarily an e-commerce platform, and for the past decade has made this available to other vendors. Thousands of world-class retail brands and individual sellers use the Amazon.com e-commerce platform as a sales and distribution channel. Independent software developers also work on Amazon.com's applications (‘Amazon Web Services’). See also appendix 2.