Amazon.com, Inc. The company was founded in 1994 and went online in 1995. The company has performed well in the market and achieved considerable success. Initially, Amazon was known as Cadabra. Inc., however, the company's name changes when the company's owners learn that people confuse the name with corpse. Jeff Bezos is credited with founding the company. The company is based in the United States of America as a multinational e-commerce company. Its headquarters are in Seattle, Washington. It has been rated as the largest online retail company in the world. It has nearly three times the sales revenue that Staples, Inc achieved as runner-up, in January 2010 (Shire, 2008). Amazon has seen magnificent success in its business over the years it has been in operation. It has attracted almost all people to use it when needed. Amazon has built its business success methodically and slowly. Amazon has been very successful due to its ability to read market trends and diversify its operations. It started as an online book sales company. However, he changed his activities and started selling other products. Currently, many large retail stores use Amazon to host and power their websites, such as Sears and Virgin Megastore. Amazon now attracts over fifty million visitors in a one-month period. Amazon has tried to tailor its services to each individual user. It based its services on the end user. It offers shipping discounts, customer product reviews, and a credit card with bonuses. It also has Prime membership, product forum, and 1-click ordering system, among other services. The company has tried to provide an extraordinary experience to customers and visitors (Thomas, 2006). Amazon used APIs… middle of the paper… Amazon uses the Internet to allow customers to search for content, for example within books. It also used e-commerce to allow customers to purchase online access to certain books through its upgrade program (Webanalyticsbook.com, 2007). Bottom line, Amazon has embraced innovation. The company had no concerns with the use of the innovation. They use innovations as metrics and end up with thriving business ideas. They experiment, learn from the results and try new ways of doing things. They put the customer as the first priority. Everything the company does aims to attract customers through quality of services, product availability, delivery guarantee and customer feedback management. These factors have helped the company become a multinational and multi-million dollar company where customers flock every day.