The Evolution of E-commerce: A Case Study of Amazon Literature Review

This literature review examines the evolution of Amazon's e-commerce business over the past 10 years, focusing on the services introduced and their impact on consumer behavior. The review analyzes various academic sources to understand how Amazon has transformed its business model, including the introduction of services like Amazon Prime, Amazon Pay, and the Amazon Echo. The analysis covers the evolution from traditional e-commerce to a diversified platform offering services such as cloud computing, video streaming, and online grocery. The review also explores the impact of these changes on consumer behavior, highlighting how Amazon has influenced online shopping habits and customer expectations. The study utilizes a deductive approach and a single case study method, drawing from business journals, articles, databases, and financial statements to provide a comprehensive overview of Amazon's e-commerce journey.