From its beginnings as an internet book clearing house Amazon has become an online retail giant. Besides books the company now sells a large range of retail products including: electronics, computers, toys, sports gear, movies, music, games, gardening products, apparel, shoes, jewelry, tools, groceries, and health products. Amazon distributes these products on its network of retail sites which includes amazon.com, amazon.ca, amazon.de, amazon.fr, amazon.co.jp, amazon.co.uk, shopbop.com, endless.com, joyo.cn, and amazon.cn.

Recently Amazon has put more and more emphasis on capturing a share of the growing digital content market. The company's efforts have yielded a digital music store second only to Apple's itunes. In the electronic publishing market Amazon has recreated the user's reading experience in its own format – their digital device, the Kindle, has repeatedly sold out and been back ordered for long periods of time. Coupled with a huge variety of online content, the Kindle appears to be the biggest threat to paper publishers to date. Amazon has also leveraged its online retail expertise by offering Software-as-Service infrastructure packages for other retailers looking to improve their online presence.

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