History”, nd). But the incredible pace at which Amazon has added new products and new customers has proven to be a formidable obstacle for all competitors. In the first 10 years, Amazon accomplished an incredible feat; it had 49 million customers and $6.9 billion in revenue, and it achieved this by selling certain products at a loss to increase its market share (Rivlin, 2005). It has sometimes been difficult to raise so much capital to grow market share, but Jeff Bezos' focus on the customer and long-term growth of the company has proven to be the real reason why Amazon was not prey to the .com collapse like so many others. Internet