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Business Performance

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In 2005, Amazon measured the inter-company balances, making use of the exchange rates at the specific reporting dates and recorded a massive loss of $47 Million, against the gains of $41 Million in 2004, and $36 Million in 2003. This has been accounted to a great deal to the currency adjustments. (Amazon Annual Report 2005) In 2006, the net cash provided for operating activities was $702 Million. There was an increase in the Marketing costs, compared to 2005 and 2004, as an outcome of a rise in spending for variable channels of online marketing in activities such as sponsored search, Associated program, and other variable initiatives in Marketing(Amazon Annual Report 2006) .

In 2007, Amazon Kindle was introduced to the customers, which was a reading device built with purpose, and had wireless access to over 110,000 books, blogs, magazines, and newspaper. Amazon had hoped that Kindle will be well received, but the entire stock was sold out within the first five and half hours, and the entire supply chain and the production team had to work hard and fast to recreate the stock to cater to the demands in the market for Kindle. This shows that Amazon had once again aligned its business to customer centrism through creation of an innovative device, by understanding the customers’ needs of what they do not know but they want. This directly impacted the publishing industry and necessitated the need for creating E-books, for Kindle reading, increasing the sale of books, again impacting the content creation industry as well. The cheap price of the kindle books and the easy mode of using the device enhanced reading habits of people and also helped in better management of time for avid readers, as they did not have to carry any paper books, better utilizing the time while travelling. This once again revived and increased the revenues from the book selling business by

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