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Analyze the case and answer the following questions:

1. What drove Amazon’s early success

2. What are the advantages and risks of opening your retail platform to third parties?

3. What is the logic of Amazon Prime? Kindle Fire? Fire Phone? Amazon content development?

4. What do you think Amazon will look like 10 years from now?

5. If you were a traditional retailer, how would you respond to the threat from Amazon

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