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Amazon has not lost their identity due to their expansion into markets well beyond books. 

Amazon is presently known for not only online purchasing of books music cd’s, videotapes, kitchen items, electronics, software, apparel,  toys and games, groceries but have expanded into developing a portable e-book reader called Amazon Kindle. (2009 News Release. via  Amazon )This product allows you to read electronically other reading materials such as newspapers, and various magazines.  Amazon continues to be at the top of their business  and has created amazon marketplace, which allows customers sell their used books, cd’s, dvd’s and is presently a rival of some other web services sites such as ebay.  I believe that Amazon has set itself apart from all other sites as they because of the increasing innovation and perks they have introduced.  An Amazon fan favorite is their shipping program

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