Usability of Amazon was very simplified. The customers only needed to enter the title or any other relevant information of the book or the product they wished to buy. Amazon then searched its internet database and displayed the most relevant titles of the book or item. The customer was then expected to fill in the credit card payment details after which the item would be shipped and delivered to the customer’s location (Layton, 2008).Within two years time, Amazon becomes a public limited company offering 3 million shares common stock of share-subscription. The IPO was offered in 1997 (Doyl, 2008). Another growth area of the Amazon is successful “Association program” which was established in July 1996. The program allowed people to choose their own web site advertising on the book of interest. Amazon then allows customers to buy the book even when the book is featured in a different website. As the Customers buys the book through Amazon, which takes care of all orders, the associate website makes 3% to 8% commission from the books sold on their website (Bellomo, and Elad, 2006).Amazon expanded its business through acquisition of three groups in early 1998. Two of the companies made it possible for Amazon to expand its business operations to European markets. Bookpages is one of the largest online retailers in the UK, which provided Amazon.com access to the U.K market.
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