One of their first products, and perhaps their best, was called the Kindle. Released in 2007, the Kindle ranked highly in the booking industry. It was an e-book reader, where you could buy the books through an online store called the Kindle e-book store and then read them on your device. Starting with just 90,000 books available to customers, the Kindle has gained over a million books since 2014. Along with the release of the Kindle, Amazon also launched Kindle Direct Publishing (Milliot 2015). As technology advanced, Amazon created a dynamic product called the Amazon Fire TV Stick. This USB-shaped device streams TV shows, movies, music and more. This mid-priced streaming device was released on November 14, 2014 and only cost $39. Like its Apple TV competitor, you plug it directly into a TV and control it with a remote or an app designed specifically for Fire TV. An impressive feature of the stick is called ASAP, which basically predicts which shows or movies the viewer has a taste for or wants to watch (Ward-Bailey 2014). Not actually a product you can hold, Amazon has launched Prime now, which offers benefits to people who shop on their website. This rewarding product launched in December 2014, initially only in Manhattan, but quickly expanded across the globe. This membership allows customers to order thousands of products and accessories and have them delivered in up to one day. With new technology, Prime relies on fulfillment systems to achieve such fast delivery times (Amazon 2015). Amazon has launched many premium and advanced products that only benefit its customers, making it a