Article: Amazon's amazing ambition.(Amazon.com Inc.)(Brief Article)

THE name has become synonymous with e-commerce (never mind that Jeff Bezos originally wanted to call his firm Abracadabra). Today Amazon is one of the few Internet brands recognised the world over. It is the most visited e-commerce website in America, and one of the top two or three in Britain, France, Germany and Japan. Now it is trying to stretch its brand, which to most people is linked to books, to cover anything that can be sold online.

At first glance, Amazon seems ill-suited to being the giant of the web. Its headquarters, an Art Deco building that once housed Seattle's Pacific Medical Center, is imposing, but the desks within are still made out of old ...

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