In what ways has Amazon capitalized on changing customer needs and desires?  How have they been a force in altering  customer needs?  

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Amazon has capitalized on changing customer needs and desires by offering a wide variety of products, services, and features to meet their customers’ evolving expectations. They have done this through providing convenience, value for money, accessibility, quick delivery times, tailored recommendations based on individual preferences, user reviews of products and services allowing customers to make better informed decisions before purchasing items. Additionally they have also been a force in altering customer needs by creating new categories of products that didn’t exist before such as Amazon Prime Video which was created to meet the rising demand for streaming services. By introducing new product categories or introducing innovative ideas such as Alexa voice assistant technology they have been able to shape consumer demands rather than simply reacting to them.