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Chapter 12  Digital business service implementation and optimisation

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of products from a range of suppliers with the convenience 

of purchasing them through a single checkout process.

Finally, Amazon has also facilitated formation of part-

nerships with smaller companies through its affiliates 

programme. Internet legend records that Jeff Bezos, the 

creator of Amazon, was chatting at a cocktail party to 

someone who wanted to sell books about divorce via 

her website. Subsequently, Amazon.com launched its 

Associates Program in July  1996 and it is still going 

strong. Amazon does not use an affiliate network, which 

would take commissions from sale, but, thanks to the 

strength of its brand, has developed its own affiliate 

programme. Amazon has created tiered  performance- 

 based incentives to encourage affiliates to sell more 

Amazon products.