In what ways has Amazon capitalized on changing customer needs and desires?  How have they been a force in altering  customer needs?  

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Amazon has capitalized on changing customer needs and desires by offering a wide variety of products, services, and features to meet their customers’ evolving expectations. This has been achieved by offering customers convenience, value-for-money, access, speedy delivery, personalized recommendations based upon individual preferences and user reviews. Customers can make more informed purchasing decisions. Additionally they have also been a force in altering customer needs by creating new categories of products that didn’t exist before such as Amazon Prime Video which was created to meet the rising demand for streaming services. Innovating new products or using innovative technology such as Alexa voice assistant technology, they are able to influence consumer demand rather than reacting to it.

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