Amazon's "why" is to the direct benefit of the consumer. Starting off as only an online bookstore, Amazon was able to sell many more times the amount of books than a typical bookstore such as Barnes & Noble due to the fact that they were able to purchase their products directly from the suppliers. As Amazon has grown, so has the benefit of the consumer. The company is now the world's largest online retailer. Amazon has a mission statement saying that “Our vision is to be earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.” They are offering a version of an online American dream in a way.
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