• It started as an online bookstore; Jeff carried out a list of products which generated lower cost, but which had, at the same time, a universal demand: books met both requirements by that time.
• 3 years later, Amazon decided to include in its e-commerce new product categories, placing high expectations on music in CD, DVD videos, software and videogames.

• Then, in the year 2000, the company changed drastically, transforming into a marketplace and enabling users to find and sell a variety of online products and services with the best market quality and guarantee.

The marketplace was opened to third parties. Those sellers or producers who want can start to sell their products in Amazon. Obviously, they must pay a fee and commit themselves to comply with strict quality levels.

All this has provided them with catalogues, variety and a source of priceless knowledge to know what can work and what can’t (among other things, to produce and sell products under their own brands).

Jeff Bezos knew that the key to Amazon success depended on the speed to broaden and expand their market.

He had an obsession to give more and better options to clients.

• 2002 became for Bezos an opportunity for business. The storage of large data, the protection and security of information and the responsibility of an optimal performance, made the company create Amazon Web Services, the world largest provider of Cloud Computing nowadays.

• However, still not satisfied with all these, and always focused on a client-centered approach, in 2005 he launched Amazon Prime subscription programme, which consists in the delivery of purchased products from the online store within a maximum time of 48 hours for free. Nowadays, this subscription service includes online tv with a wide offer of music, films and American football exclusive from the platform.