As long as Amazon.com continues their current business practices, they should always come out on top of the new companies emerging online.
Amazon.com has many obvious strengths that they can take advantage of. By maintaining first class service, their huge database of customers will remain loyal to them, which in turn, will keep them as the leader in e-commerce. Another advantage is their one-click purchase. Being the ones that invented this technique has made Amazon.com a favorite. Because of Amazon.com's many strengths, they have the leverage to take advantage of the increase in usage of the Internet for e-retailing.
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