Amazon is the world's largest online retailer founded in 1994 by Jeff Bezos in the US. It had revenues of $48 billion in 2011 and operates in over 15 countries, shipping products to 75 countries. Its vision is to be the largest mass online merchandiser globally. The company focuses on effective customer service and its six core values including customer obsession, ownership, bias for action, frugality, high hiring bar, and innovation. It sells a variety of products including media, apparel, baby products, consumer electronics, beauty products, food, health items, tools, toys, and more. Between 2012-2018 Amazon saw significant increases in both its revenues and profits. It has received several awards for its achievements and innovations