​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.