At the time Amazon ventures into online retail, the market for online retail was very limited with no competition. However, now with the technological advancements taking place the competition in the industry has grown exponentially. Niche departmental stores like Next, Wall-Mart online, Marks and Spencer online, as well as Target.com are making the industry n extremely competitive place for Amazon.
There are also other new entrants in the market for electronic product, apparel, beauty and book based retailing. The substitute products available to the consumers are plenty online due to the increase in competition. The supplier power however has been diminished as specific relations are formed between the suppliers and the online retailers like Amazon.com. The power of the buyer on the other hand as increased exponentially due to the ease of comparison and the choice of services and option available on the internet. This enables the customers to demand as to what should be opt up and sold through Amazin.com.
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