One of their first products, and perhaps their greatest, was called the Kindle. Released in 2007, the Kindle occupied a prominent position in the booking industry. It was an e-book reader, where you could purchase books through an online store called the Kindle e-book store and read them on your device. From just 90,000 books available to customers, the Kindle has gained more than a million books since 2014. In addition to the release of the Kindle, Amazon also released Kindle Direct Publishing (Milliot 2015). As technology advances, Amazon has come up with a dynamic product called Amazon Fire TV Stick. This USB-shaped device streams TV shows, movies, music and more. This mid-priced streaming device was released on November 14, 2014 and cost just $39. Like its competitor Apple TV, you connect it directly to a TV and control it with a remote or an app designed specifically for Fire TV. An impressive feature of the stick is called ASAP, which essentially predicts the shows or movies the viewer has a taste for or wants to see (Ward-Bailey 2014). Not really being a product you can hold in your hand, Amazon has released Prime now, which has given benefits to people who purchase from their website. This rewarding product launched in December 2014, initially only in Manhattan, but soon expanded worldwide. This membership allows customers to order thousands of products and accessories and receive them in as little as one day. Using new technology, Prime relies on fulfillment systems to achieve such fast delivery times (Amazon 2015). Amazon has released many advanced and high-end products that only benefit its customers making it a