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Amazon are very focused on improving customer care operations. Amazon's delivery time has been reduced from 5-6 days to 1-2 days. This helped Amazon pass up rival eBay. In the 4th quarter 2008, Amazon's profit has increased by 1/3 compared to eBay. Initially the offer was very small and concentrated in the ears to increase order volume when Bezos decided to open more delivery points in order to best meet the needs of customers.
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