20 years after IPO: How Amazon came to dominate books, electronics and the cloud

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Amazon’s play for the consumer-electronics space has included launching its own products, like the Fire stick.

The surest sign Amazon is on the verge of dominating its next retail category emerges when online sales start to account for more than 20% of that business, according to an analysis by L2.

Must read:Amazon investors should pay attention to this two-digit number

Here is how Amazon managed to pass that mark in three key areas over the course of its history.


Way back before companies were feverishly devising ways to thwart Amazon, they were ignoring the e-commerce site all together.

The book publishing and book selling world had no idea what was coming when Amazon AMZN, +0.42% first set its sights on that sector, and did little to prepare for the onslaught.

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