​The competition in the market has made it near to impossible to maintain brand loyalty. People have lost the drive to purchase the same product repetitively and remain loyal to the brand, irrespective of what the competitors have to offer. Online retailers have the risk of being unable to manage brand loyalty if they operate through random distributors. Those retailers who use Amazon, a trustable competitor in e-commerce, can have an upper hand over those who do not work with Amazon as it offers multiple facilities and rights to its third party retailers to ensure overall satisfaction of both the supplier and the customer.

​Nothing in the labyrinth that is web-based shopping is ever what it appears. Except if it's an item you definitely know, purchasing something is always somewhat of a bet. Products are difficult to evaluate through a screen. To settle on a choice, purchasers regularly depend on the individuals who bought before them: They read the audits.

​The biggest retailer on the internet is Amazon. When you search for a term like as basic as “towels” then you find more than 60,000 products available. This is the magnanimity of Amazon. There are a large number of products available for an online shopper. But things get serious when a customer visits the website and look for the product he/she desires and after looking at multiple products, decides to purchase nothing. This happens a lot and it is a problem for online retailers. The main cause of this indecision is the choice of too many products. The customer gets confused and their defense mechanism is not to buy. To solve this problem Amazon introduced the “choice badge” in 2015. And it is working really well.

​Walmart has taken the steps towards giving their customers a 24-hour conveyance option due to Amazon raising the stakes in the retail transporting wars. This program will cover 220,000 well known items from diapers and durable sustenance products to toys and hardware. That is about 2x the quantity of products it conveys in its stores. 24-hour shipping program would be accessible in Phoenix, Arizona and Las Vegas. In days to come, it would grow to southern California. This program is intended to cover 75% of the U.S. populace by year-end. It will include several thousand additional items as the program extends.

​It has become common for people in United States to prefer online shopping over visiting brick and mortar shops due to their busy schedule and shortage of time.  The US retail market has observed a prominent shift from the regular shopping methods and has estimated by research that from the total amount of 7 dollars spend by each customer; 1 dollar is spent on online sales market. Amazon, being one of the largest suppliers in the online market, has provided online retailers with the facility of storing, packaging and delivering the product safely to the customer. But the point to note here is that Supreme Court has exempted the online retailers from sales taxes in a state where they have no office. This has proven to be an advantage over the brick and mortar shops.

​In 2000, Amazon was selling books online. And now it is the biggest online retailer in the world. An online shopper can shop for an unlimited number of products on Amazon. Now Amazon is inventing more ways to bring products to you. One new way called Counter allows an online buyer can pick up his/her product from a brick and mortar store. Amazon has partnered up with the pharmaceutical store Rite Aid and now you can buy medicine on the internet and pick it up from more than a hundred outlets of the Rite Aid across the US.

​Two months back, Amazon.com ended requests from a large amount of vendors with no clarification and a frenzy followed. Amazon proposing this was part of the crusade to get rid of fake items. Now there are more rumors circulating that Amazon will be doing a more larger progressively perpetual cleanse of Amazon Vendors that will overturn the connection between the world's biggest online retailer and many of its long-time merchants. 

​Amazon has decided to allow consumers to use HSAs (health savings accounts) and FSA (flexible savings accounts) allowing individuals to use their pre-tax income in order to cover their out-of-pocket medical expenses, such as medical supplies.