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Amazon is the world’s biggest eCommerce marketplace. The company originally began life as an online store for books, but rapidly expanded into electronics, games, furniture, toys and groceries. It is also known for manufacturing the Kindle range of eReaders, the Alexa voice assistant, its cloud computing division Amazon Web Services, and as the owner of Whole Foods Market.

As well as stocking and shipping products to customers from vast warehouses, the company serves as a middleman between shoppers and smaller retailers. One of its best-known products is Amazon Prime, a subscription service that provides unlimited, free one-day or same-day delivery to members. This is accompanied by Prime Video, an online streaming rival to Netflix, and Prime Day, an annual sales promotion that has been compared to Black Friday in the US.

In 2019, Amazon was named as the world’s most valuable brand by the research company Kantar – beating Apple and Google to the top spot.

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