By Lisa Byfield-Green Retail Analyst Online innovation and growth Planet Retail Ltd | October 2011 © Amazon

2 Online innovation and growth Lisa Byfield-Green Retail Analyst This report aims to uncover the secret behind Amazon’s stellar success. It outlines the technological leader’s expansion strategy across a number of sectors and explains how other retailers could benefit from Amazon’s e-commerce innovations and strong international presence. All images ©Planet Retail Ltd unless otherwise stated.

3 Contents 1.Amazon’s Recent Growth 2.Strategy 3.Innovations 4.Potential 5.Implications

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5 Amazon’s Recent Growth1 TOTAL USD37.71 bn Amazon’s presence is largely concentrated in four key markets. Note: Also included are (in order) - China, Spain, Denmark, Italy, Norway and Sweden, all accounting for less than 1% of Amazon’s global sales. Source: Planet Retail