This report examines the trends in the online retail industry, with a focus on Amazon. It discusses the impact of primary research on understanding customer behavior and preferences. The report also explores the use of technology, such as artificial intelligence and machine learning, in the retail sector. Additionally, it provides recommendations for Amazon to enhance its customer experience and increase its market share. The report concludes with an analysis of the strengths, weaknesses, opportunities, and threats faced by Amazon in the online retail industry.