Amazon is a central source of information for consumers and a shopping destination with no alternative – and thus the linchpin of online shopping. But trading activities are only a part of the Amazon universe: Driven by growth, Amazon is constantly pushing into new business areas through consistent thinking and innovation. Amazon is penetrating more and more areas of consumption and creating the infrastructure of consumption. The competitive conditions continue to change as a result of Amazonisation and the number of people under pressure is constantly increasing. The new study of the IFH Cologne illuminates the Amazonisation of consumption with a unique method combination holistically and offers you exciting insights on 150 pages.