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  1. Starting out as a small online booking selling platform amidst the dot-com bubble in 1994, Inc., colloquially referred to as Amazon, has come a long way to become the world's largest e-commerce marketplace. In present times, Amazon is not only associated with online shopping but has deep roots in a plethora of industries such as web services, music streaming, movie production to name a few. Amazon continues to have an enormous 80% market share in the ebook space in the US [].
  2. Amazon's introduction of the Kindle, an e-ink based e-book reader, in 2007 shook the e-book market and led to a steep rise in competition in the marketplace. Leading this competition was Apple, with the launch of the iPad and their own e-book store, iBooks, in 2010 and the launch of the iPad 2 in the following year.  The iPad, being more than an e-book reader, offered an all-serves-one mobile computing solution and being priced competitively, garnered a lot of Amazon's market share in the e-book marketplace. With it's increasing digital content library and in response to it's losing market share, Amazon decided to launch the Kindle Fire, a tablet that boasted iPad-comparable utility at less than half the price. But with "iPad" becoming synonymous with term "tablet" Amazon found it very difficult to penetrate the tablet market.
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