Amazon has the E-commerce Alliances. E-commerce does not have a “product” department or “innovation” department for products. Alliances with other e-commerce companies can increase the attractive of customers. Appear of alliance makes the B2C business model efficiently share the resources and use the resources, for example, logistics resources. B2C design is only in the selling and customer service position in the supply chain so the resource alliance could strengthen the competitive advantages. In the other hand, the company offers more options are a good reason to choose E-commerce. It saves time and money.