Amazon Kindle Fire

Amazon.com Kindle Fire Overview

Amazon.com is the biggest online retailer, at the beginning it started as a book online retailer but it expanded rapidly because of it great success to other markets, like multimedia Cd's, DVD's as well as apparel, furniture... The expansion to other markets has allowed Amazon to set themselves as the benchmark among the online retailers.

Started in 1995, during the "Internet Gold Rush", originally named Amazon River but shortly after changed to what we know, now a day, as Amazon.com. The name was established after the Amazon River in Brazil, because they wanted consumers to relate the site with the concept exotic and different. The company has established their headquarters in Seattle Washington but currently operates all over the globe.

Amazon had a curious business model that did not turn any profits for 5 years, which cause them some trouble with their investors, because they doubt about the business model, but Amazon stayed strong and loyal to this model turning billions in profits in today's market. Apart from being the world's largest online retailer that has been reached by the acquisition of other online retailers like Zappos.com, Bookpages.co.uk, Love film and many more. Amazon.com doesn't just acquire companies it has also shown a great value in partnership with other corporations to operate their retail website, like it happens with Sears Canada, Marks and Spencer, Bebe Stores Benefit Cosmetics, which allows Amazon consumers to interact with people while shopping, as well as opening them opportunities to discover new products.

All this combined has allow Amazon.com to elaborate a unique business plan that has been perfection throughout the years, in which it allows consumers to navigate through different platforms, as well as, the possibility of a multi search advantage at the time of looking for products.

The Kindle Fire, comes as the new product of the saga Kindle readers from Amazon, this new version will compete in the newly developed category known as tablets or e-Readers that are becoming so popular right now, we could list as main competitors, the I pad, the Samsung tablet and the Nook.

Amazon.com has targeted the Kindle to a distinguished costumer that will fall within the next characteristics:

* Highly educated

* High middleclass and upper class

* High income

* Heavy internet users

* Age 35 to 54

* Targeted to both males and females

The prototype customer will be a female with a Bachelor's or Post graduate degree, with a household income of 100,000 $ or more, that relies heavily on new communication such as cell phones and other mobile devices as well as been used to access the internet outside home, whether via Wi-Fi, 3g, 4g... The Kindle Fire user would live in big metro areas with excellent communication tools, as well as in the suburbs of these metro areas. The kindle user has shown a preference of been married and white in the majority of the cases.

Why do consumers use the Kindle from Amazon.com, as mentioned before Amazon.com is the world's leader in online retail, this benchmark position allows them to track consumers just because they are the best. Amazon.com has been able