**RG** The Amazon brand Electronic commerce has grown since its inception and the arena continues to attract many new and established entrepreneurs, yielding tremendous dividends for the most industrious of them. And in this regard Amazon Inc. stands high above many of its competitors grappling for a lion's share. Established in 1994, the journey to prominence for the company kicked off in those early days as an online bookstore and grew into offering other products such as DVD's, computer software, video games, electronics, food, furniture, apparel, food and toys among other things, Amazon's online service includes shipping to various parts of the globe. Its popularity spans beyond the traditional markets of Europe and Americas, in 1997 it issued its initial public offering of stock as AMZN on the Nasdaq, and growth was gradual in the 1990's at a time when other web commerce ventures were experiencing high growth rates. Recognition for Amazon's pioneer was never far away as Bezos was honored for his exceptional contribution to online shopping. The firm operates websites on behalf of other consumer goods enterprises such as BeBe stores, Benefit Cosmetics, Target, Timex Corporation, Sears Canada, Marks and Spencer, Lacoste and Mothercare. The platform provided by Amazon is a well designed multi-channel that enables customers to interactively connect with the retail website, stand alone in store terminals including phone based customer service agents. Its headquarters is located in Seattle's Beacon Hill and it has several other offices in different locations, but the organization has already hinted on the possible move of its HQ to a new location. Software developers form part of the professionals employed by the online retail giant, and they are stationed in many operational centers around the world including Beijing (China), Cape Town (South Africa) and Hyderabad (India), they also run fulfillment centers in selected locations, which are often found on airports. Amazon serves third party sellers such as the Target Corporation with warehousing and order fulfillment strategic services, and the Marketplace section was initiated to allow Amazon customers to sell used DVD's, books, CD's etc. The online retail kings have their own private label branding covering its diverse range of quality offerings such as carpets, jewelery among others, while a query service under Amazon Fresh offers perishable and non-perishable goods. In 2008 Amazon took a ground breaking turn by venturing into film production and has funded a film called the The Stolen Child through a partnership agreement with Century Fox. Customer reviews are another aspect that gives the firm's online retail store a real customer centric appeal, but as can be expected Amazon found themselves with no choice but to moderate some of the contributions due to the appearance of some undesirable content left by some lunatics bent on unleashing their brand of cyber streets notoriety.