The Evolution of Amazon

At face value, it looked like Amazon was a retailer. But they went in directions that nobody could have imagined. The case really goes into some of the alithney of all the things they tried. They basically allowed third party sellers also to sell on the Amazon platform. It creates what we call the network effects. So if there are lots of products, everything I can buy is available on Amazon. More consumers are likely to go there. That's why there is only one Amazon.