Founder Jeff Bezos opened Amazon’s virtual doors in 1995. His market-entry strategy revolved around a single – but huge – category: books. Fast-foward to 2016, and we’re looking at the world’s eighth-largest retailer offering shoppers everything they might want to buy online. Its ambition remains unchanged: to be the world’s most customer-centric company. Recent examples of this strategy include the Amazon Dash (a physical button customers can put in their homes to quickly reorder their favorite products), private-label groceries in the US and Amazon Prime Now (free 2-hour delivery in major US cities).
Its European headquarters are located in Luxembourg City, where Amazon employs more than 1,000 employees. Luxembourg is one of the smallest countries in Europe, yet features the highest GDP per capita of any country and housing, schools and the standard of living are of a very high quality. The landscape is characterized by rolling farmlands, dotted with pristine, pastel-toned houses and medieval hilltop castles. Over 40% of the population are expats, as is the majority of Amazon employees in Luxembourg.
The Bezos-led company has amassed a range of subsidiaries in a wide range of categories. For example, with Kindle they are one of the major player on the eReader market; with Audible.com they are market leader in audiobooks; Wag.com is their specialist pet store in the US; at Diapers.com you can get ‘everything but the baby’; with Zappos.com they have a large footprint within the shoe market, and with services such as Amazon Drive (cloud storage) and Alexa (actionable analytics for the Web), they are also a major player within digital services.