Amazon primarily uses an E-tailer business model while Wal-Mart combines the traditional bricks-and-mortar model with an E-tailer model. There are pluses and minuses to both companies in this model as explained in previous answers. However, Amazon adds to its mix a Market Creator business model that provides a digital environment in which buyers and sellers can meet, display products, search for products, and establish prices. By partnering with other businesses and acting as a middleman for other sellers, Amazon can offer a wider variety of products/services than Wal-Mart. That gives Amazon a slight lead in e-commerce. Amazon also uses a Service Provider business model with its cloud computing service. Wal-Mart has some presence in this category by offering photo sharing services and in-store pickup of photo prints.