The 360-degree customer profiles developed using big data resources enabled Amazon to create highly personalized marketing messages for its customers. Apart from improving its business performance, big data resources were also put to some innovative uses like preventing theft of merchandise from its warehouses. Amazon also allowed other smaller e-commerce companies with limited resources to use its big data services. In 2010, Amazon launched an innovative service called Amazon Webstore allowing smaller companies to build shopping portals basing on Amazon’s e-commerce platform.