History”, nd). But the incredible pace at which Amazon has added new products and new customers has proven to be a formidable barrier for any competitor. In the first 10 years Amazon accomplished an incredible feat; it had 49 million customers and $6.9 billion in revenue, and had done so by selling some products at a loss to gain market share (Rivlin, 2005). It has been difficult at times to leverage so much capital to increase market share, but Jeff Bezos' focus on the customer and the company's long-term growth proved to be the real reason why Amazon did not fall prey to the bankruptcy of .com like many other Internet sites