	Year	Title	Timespan Description
(Jeff Bezos, 2006)	1994	The Idea	Realising the economic potential of the rapidly expanding Internet, Jeff Bezos (founder), together with a few colleagues worked in a garage designing a database that could store all of Amazon’s future book orders (Bernard, 2005).
(Amazon.com HQ, 2005).	1995	The Launch	With $7 million in borrowed capital, Amazon moved to its new headquarters in Seattle and launched www.amazon.com (Hill and Jones, 2008).
(Cash-stack-piles-hundreds-bills, 2008)	1997	Announcement	In 1997, only three years after Amazon was launched, the company had its Initial Public Offering. Amazon ended the day $54 million richer. 1 Click was launched which added value proposition to the online buying experience by allowing repeat customers to order goods with just 1 click (Spector, 2002).
(Discs, 2010)	1998	Expanding	In 1998, Amazon moved into CDs. Amazon grabbed and held its users’ attention by not only allowing them to easily search the music database but also listen to a clip prior to purchasing (Skrabec, 2012).
(Partnership Agreement, 2010)	2000	Joining Forces	In 2000, Amazon started to let other retailers sell products along side its own. This venture resulted in third party products being more profitable for Amazon than what it was making through its own sales (The Associated Press, n.d.).
(Target Springfield, VA, 2005)	2001	Branching Out	During 2001, Amazon enhanced its features available to the company’s expanding network of users by launching sites such as Amazon Travel. Amazon also formed alliances with Target (Rowley, 2003) and Borders, which, in exchange for order fulfillment and guest services, provided Amazon with fixed and variable fees.
(Amazon Web Services, 2011)	2002	Amazon Web Services	In 2002, Amazon launched Amazon Web Services (AWS). AWS provided online computing services for websites such as Target Direct.
(Money and Magnifying Glass, 2011)	2004	Search-ability	The introduction of Amazon’s A9 provided customers with the ability to search within a book and read a few pages, as returned from their key word search. This in turn, of course, helps Amazon sell more books (Blanchard, 2005).
(Kindle Comparison, 2010)	2007	eBook Released	In 2007, Amazon’s much awaited e-book, the Kindle, was released. The 3G device, with free Internet, connected customers to Amazon’s store where they could download books at discounted prices (Hill and Jones, 2010).
(Jeff and the Kindle, 2009)	2008	Success	Amazon announces that the Kindle is its best selling product and that digital downloads are rapidly increasing (Hill and Jones, 2010).
(Kindle, 2009)	2009	Domination	Amazon launched its Kindle iTunes app allowing users to purchase and read content on the iPhone and iPod. Amazon could have stayed with the Kindle and shunned all other devices to retain control on the e-reader market. However, what the company is really interested in is selling electronic books and spreading the Kindle delivery system across many platforms (Shroeder,2009).
(iPad, 2011)	2010	The Kindle Era	In 2010 Amazon introduces a range of Kindle applications including: Kindle for Mac, Blackberry and iPad.
(Philippine Stock Market Board, 2008)	2011	Still Climbing	After a huge year in 2010, the company announced its second quarter sales in 2011 were up 51% to 9.91 billion (phx.corporate-ir.net n.d.).
(Amazon.com, 2008)	2012	Watch this space	In its early days, Amazon made use of the increasing number of Internet users to rapidly grow its business. By removing the overheads of more convectional brick-and-mortar shops, users would benefit from low prices and value the convenience of shopping on the Web (Reading, 2005). The Internet has not only enhanced the ability for individuals to connect and share information but also created an environment where businesses have the potential to thrive in new and diverse ways.