Amazon is one of the largest and most successful online retail companies in the world. It was founded in 1994 by Jeff Bezos. Originally, it was primarily an online bookstore with a sales focus on used and new books. Over time, the company has continued to expand its online product line, including selling its own e-book readercalled Kindle and cloud computing services. For many e-commerce retail companies, Amazon is considered an international benchmark in areas such as onlinecategory management, product display, recommendation marketing, customized offerings and fulfillment.