Amazon has mastered electronically enabling their supply chain to a level no other online retailer can match today, traversing supply chain optimization to reverse logistics electronically better than many distribution companies (Logistics Today, 2004). The cost efficiencies they have attained through process automation are formidable and make up a large part of their brand when considered at the user experience level (Hausman, Siekpe, 2009, 5). It would be a fatal mistake to move into a distribution model comparable to Dell, as Amazon has defined the underlying technologies, processes, systems and performance that paradoxically have helped Dell grow and survive as a company over time. Amazon needs to continually be concentrating on its core strengths of scalability, website and web application performance and pursue the next major goal of being the dominant Cloud computing platform the Internet, which is heavily discussed in their annual report and SEC filings (DataMonitor, 2010, pp, 7, 23, 24, 25).
The indication of any e-commerce company moving beyond their product focus to embrace platform initiatives is one that also signals a dominance in their chosen markets. Amazon.com has
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