Amazon.com has soared ahead of other online merchants. What the fi rm can’t carry in its 29 world-wide warehouses, affi liated retailers distribute for it. Not content to rest on past laurels, CEO Jeff Bezos has introduced a number of Amazon products, including a set-top box and several versions of the Kindle.

In just over a decade, Amazon.com has grown from a one-man operation into a global giant of commerce. By forging alliances to ensure that he has what customers want and making astute purchases, Jeff Bezos has made Amazon the go-to brand for online shopping. But with its signifi cant investments in new media and services, does the company risk spreading itself too thin? Will customers continue to fl ock to Amazon, the go-to company for their every need?