In 2008, at least 615 million people went to www.Amazon.com. Now, it holds the title of America’s largest online retailer.

The Fortune 500 company prides itself as the global leader in e-commerce and credits their success to technological innocation.

“Technological innovation drives the growth of Amazon.com, offering our customers more types of products, more conveniently, and at even lower prices,” says Amazon. “This evolution of Amazon.com from Web site to e-commerce partner to development platform is driven by the spirit of innovation that is part of the company's DNA. E-commerce is still in its infancy. In the years to come, you'll see Amazon.com create new technologies, expand into more geographies and continue to improve the lives of shoppers and sellers around the world.”

The company recently developed the idea of a “Universal Wish List Button.” This tool allows people to add items from any Web site to their Amazon Wish Lists.

Just go to any online store, and when you see something you want, click the "Add to Wish List" button in your Bookmark Toolbar. Unless you need to quickly log in, that's all it takes to add it to your Amazon Wish List.

The next time you are out shopping on other sites — but aren’t quite ready to buy — click the Wish List button on the browser to save a link to the item to your personal Amazon Wish List. Clicking on the item later on the Wish List takes you back to the original store when you’re ready to get out the credit card.

The tools serves consumers by helping them remember things they see. Unless you bookmark the specific site, it is easy to lose or even completely forget about products you come across on the web. Now, shoppers can compile a single list of the things they see and access it quickly.

In return, it helps Amazon will benefit from the tool as well. Although the tool allows customers to return to other websites to buy the goods, the chance that the customer will look for the item on Amazon increases. In that case, Amazon can gain more orders that would have normally been made on other sellers’ sites.

Many people already use Amazon’s “Wish Lists” function to compile a directory of things they want. When the list is complete, they can send it to friends or family members to buy them gifts. The toolbar works the same way.
Another function of the “Wish Lists” is that Amazon is able to see what customers want and what they are buying. This allows them to make smart suggestions that will result in more item orders.

Amazon has also used this information to provide shoppers with a gift idea tool. They choose different characteristics of the person who will receive the gift, then get a tailored list of items that person is likely to want.
Amazon’s “Universal Wish List Button” is available through its site. No download is required, just drag the icon onto your Internet Explorer or Firefox toolbar and begin shopping.


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