1In the summer of 994, Bezos, who resigned from the financial services company D.E.Shaw, decided to set up an online bookstore. Bezos believes that books are the most common commodities with high degree of standardization. Moreover, the American book market is large and very suitable for starting a business. After about one year's preparation, Amazon.com was officially launched in July. 1995. In order to cooperate with offline book giant Barnes &; Noble competed with Borders, and Bezos positioned Amazon as "the largest bookstore on earth". In order to achieve this goal, Amazon adopted a large-scale expansion strategy and exchanged huge losses for business scale. After a quick lap, it took Amazon less than two years to go public from the website. 1May, 997 Barnes &; When Noble launched online shopping, Amazon had established a huge advantage in online retail of books. Since then, Amazon and Barnes &; After several confrontations with Noble, Amazon finally established itself as the largest bookstore. Become the largest integrated online retailer (1997 -200 1)

Bezos believes that compared with physical stores, an important advantage of online retailing is that it can provide consumers with more choices of goods. Therefore, expanding website categories, building comprehensive e-commerce and forming economies of scale have become Amazon's strategic considerations. Amazon went public in May, 1997. Amazon began to expand its product categories before it fully established its absolute dominant position in the online retail market of books. After pre-supply and marketing, Amazon Music Store was officially launched in June 1998. In just one quarter, Amazon Music Store has surpassed CDnow in sales and become the largest online music product retailer. Since then, through category expansion and international expansion, by 2000, Amazon's slogan was changed to "Internet RetailerNo. 1". Become "the most customer-centered enterprise" (2006 54 38+0- up to now)

Since 200 1, Amazon has not only promoted itself as the largest online retailer, but also set itself as the "most customer-centric company in the world". Since then, building a customer-centric service-oriented enterprise has become the development direction of Amazon. Therefore, Amazon began to promote the third-party open platform on a large scale in 200 1, the network service (AWS) in 2002, the Prime service in 2005, the outsourcing of logistics service by Amazon (FBA) to third-party sellers in 2007, and the digital text platform (DTP), the predecessor of KDP, in 20 10. Amazon gradually introduced these services, making it beyond the scope of online retailers and become an integrated service provider.