Amazon Tools, Marketing and Community The goal is pretty straightforward: "To be Earth's most customercentric company where people can find and discover anything they want to buy online." The implementation is complex, massive and dynamic. Amazon's marketing structure is a lesson in cost-efficiency and brilliant self-promotion. Amazon's associates link to Amazon products in order to add value to their own Web sites, sending people to Amazon to make their purchases. It costs Amazon practically nothing. Some associates create miniAmazons -- satellite sites that do new things with Amazon data and send people to the mothership when they're ready to buy. Amazon Light, built and maintained by software developer Alan Taylor, is one of those satellite sites.