The research is clear on why Amazon.com has managed to remain successful while other e-commerce companies have failed. Even more, it has achieved its success while recognizably working to play catch up because of the costs of it has incurred while meeting its expansion and product diversification objectives over the last six years. Unlike other e-commerce companies, Amazon.com has not let its competitors, market slumps or financial downturns discourage it from meeting its objective of being the largest and most diversified online source for products that continually meet consumer demand.
In fact, Amazon.com has fairly capitalized on the public demonstration of its willingness to take financial risks in order to give consumers access to the products that they want online, despite discouraging financial forecasts and predictions of the Company's demise. In essence, Amazon.com has successfully managed to risk putting its financial stability to the test for the noble but nonetheless strategic purpose of providing consumers with convenient online access to the products that they demand. Even more, the Company has managed to meet its founder's goal of creating a company that would provide "the earth's biggest selection of products" (Pounds 2002).
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