With this approach, Amazon fosters co- creation of new services and encourages innovative effort by independent developers, demonstrating its commitment to delivering innovation to its partners and customers. Yet the foremost advantage is to make available to Amazon the work of thousands of independent developers, thus turning its platform into a true lab. The contribution of independent developers to the innovation effort is very important. They act as complementors working on the development of new services, which may one day be incorporated into the platform. From this point of view, Amazon is acting as a real incubator for e-Business.