The business level of Amazon.com is cost leadership. Best selling books are sold at a 30 to 40 percent discount and other books are discounted at 10 percent (Bade).

Amazon.com’s corporate strategy was in the form of single business to dominant all of business, but has since moved towards unrelated because they are offering more than just books at their website, ranging any where from kitchen and house ware to toys and games, DVDs, and herbal supplements.

Amazon.com has increase in size since it began operations in July 1995, doubling in size every 2.4 months with an 838 percent increase in sales form 1996 to 1997. To keep up with this extraordinary growth, Amazon had 800 employees on its payroll as of August 1998(Bade).

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