ril 19995. Alexa developed a Web navigation service that works with Internet browsers to provide useful information about the sites being viewed and thereby suggests related sites. This tool provides Amazon the ability to monitor customers as they surf the Web. This technology was expected to improve customer loyalty by making Amazons Web site easier to navigate, however, it is being viewed as an invasion of privacy and, therefore, has been under attack.Additional partnerships with Toys R Us and Target were deemed profitable when they brought in $225 million in revenue, which nearly doubled Amazons gross profit margins during the fourth quarter of 20013. As a result of these partnerships, Amazon now sells and ships certain products for these named retailers.Amazon now reaches a market comprised of 92 percent of consumer e-commerce revenue6; therefore their revenues depend on the number of visitors who shop its Web site and the volume of orders it fulfills. This warrants successful management of the technology infrastructure as critical. Any system failures that result in the Web site being down would reduce the volume of goods sold and, in turn would impact Amazons revenues. To this end, Amazon uses Information Technology to its advantage to establish a powerful and uninterrupted presence on the Internet....
