The Amazon Effect

Today, more than 1.7 billion people, or almost one out of every four humans on the planet, are online. Bezos understood two things.

One was the way the Internet made it possible to banish geography, enabling anyone with an Internet connection and a computer to browse a seemingly limitless universe of goods with a precision never previously known and then buy them directly from the comfort of their homes.

The second was how the Internet allowed merchants to gather vast amounts of personal information on individual customers.

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