The success of amazon.com is not based on a simple idea of an online store, its success comes from the understanding of the electronic commerce, Jeff Bezos first researched the market before to know how to locate it, but the most important is that Mr Bezos understood the internet. It is clear that this knew-how was the main advantage of amazon.com in comparison with the competence. Amazon.com also knows how to conserve customers, offering importance and value to their services, this does not mean discounts, this is related with personalization of accounts, e-mails, discounts, safety in payments and velocity in deliveries. Nevertheless, amazon.com must be aware of potential threats such as Google and its first steps into the field.