Case: Amazon.com In 1994, a 29-year-old financial analyst and fund manager named Jeff Bezos became intrigued by the rapid growth of the Internet. Looking for a way to capitalize on this hot new marketing tool, he made a list of 20 products that might sell well on the Internet. After some intense analysis, he determined that books were at the top of that list. Although Bezos liked the name Abracadabra, he decided to call his online bookshop Amazon.com. Today, Amazon.com has more than 40 million customers and sells billions of dollars worth of all types of merchandise. When he started, Bezos had no experience in the book-selling business, but he realized that books had an ideal shipping profile for online sales.