Rethinking Amazon

Rethinking Amazon.com

Amazon is the world's largest online retailer, raking in over $74 billion in revenue in 2013. The company can attribute much of its success to its early foothold in online retail, vast product offerings, consistently competitive pricing, and sheer ubiquity. 

This case study examines the flaws of the old Amazon.com and proposes a ground-up rebuild of the entire experience.