Amazon UK

The Amazon.co.uk website opened its virtual doors in October 1998 and is part of the Amazon group and is ultimately owned by Amazon.com, Inc., a Fortune 500 company based in Seattle USA, which strives to be the world's most customer-centric company, where customers can find and discover anything they might want to buy online. The Amazon.co.uk website is operated by Amazon EU Sarl, a Luxembourg-based entity, which is a European Headquarters of Amazon.

Initially known as an online bookseller, Amazon.co.uk has dramatically expanded its range of products and now offers millions of items across categories including Books, Music, MP3, DVD, Software, PC & Video Games, Electronics, Toys, Home & Garden, Grocery, Musical Instruments & DJ, Sports & Leisure, Jewellery & Watches, Health & Beauty, Baby, Shoes, DIY & Tools, Car & Motorbike, Pet Supplies and Clothing. Javari.co.uk, the dedicated shoe and handbag website, is also a part of Amazon.

Amazon has approximately 285 million active customer accounts worldwide (defined as accounts that have purchased in the past 12 months) and the company's success can be attributed to an obsessive focus on the customer. Amazon's websites offer an easy and convenient way to shop, with low prices, great choice and comprehensive product information.

A raft of personalisation features ensure that the site content and communication with customers is interesting and relevant, and provide a unique buying experience for Amazon's millions of customers.
Two key strategies for the business are the dramatic expansion in the range of products Amazon sells and a relentless focus on lowering prices. As Jeff Bezos, founder and CEO of Amazon.com stated, "There are two types of retailers: those that work hard to raise prices and those that work hard to lower prices. Though both models can be successful, we've decided to relentlessly follow the second model."