Amazon's Cooperative Strategy

Amazon.com has cooperative strategies in place with numerous other merchants. One such cooperative agreement is between Amazon and CDNOW, which is hosted by Amazon.com. Some other notable companies that Amazon has agreements with include: Target, bebe, Sears, Timex, and Lacoste, to name a few. For other companies such as Marks & Spencer, Benefit Cosmetics, and Mothercare, Amazon provides the ability for their customers to interact with the company over the Internet, in stores, and through customer service centers. All of these partnerships result in positives for all involved. While providing these companies with a variety of services, Amazon benefits from the ties these services create. These partnership agreements bring customers to Amazon's online marketplace that normally might not shop there. Another notable partnership that Amazon has is with AOL. For AOL, Amazon's Web services provide necessary services for AOL's shopping section of their website. Until 2006, Amazon had a partnership with ToysRUs.com, in which people typing in ToysRUs.com would be redirected to Amazon's toys and games section of their website.