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Amazon developed an aggressive acquisition strategy to gain access to new capabilities that would help it enter new markets.A good example is Joyo the Chinese e-commerce retailer that helped Amazon gain access to millions of Chinese consumers.And to create a store where customers could shop for any item Amazon acquired retail companies in the fashion industry as well as online music retailers to gain a foothold in diverse industries.

Amazon developed an aggressive acquisition strategy to gain access to new capabilities that would help it enter new markets.

The acquisition strategy was in line with Bezos’s goal of turning Amazon into an ‘everything store’.

And to create a store where customers could shop for any item Amazon acquired retail companies in the fashion industry as well as online music retailers to gain a foothold in diverse industries.

The company also increased its international footprint by acquiring companies in Asia. A good example is Joyo the Chinese e-commerce retailer that helped Amazon gain access to millions of Chinese consumers.

The acquisitions not only helped the company gain new customers but also helped it expand its product catalog for existing customers. The convenience of buying all kinds of goods from a frying pan to fancy jewelry at the same store is what generated loyalty and motivated millions of customers to return to Amazon for their shopping needs.