Amazon's success has made it a typical case for other online retailers to learn from. At the 2011 IRCE conference, the organizers specially set up a conference theme - How Does Amazon Do It, so that we can once again have a deeper understanding of this Internet retail giant.

At the conference, investment analyst Colin Sebastian said that Amazon's website provides users with a wide range of product categories, excellent customer experience and ultra-low commodity prices. After years of development, Amazon's in-site search has become an important entrance to its e-commerce traffic.

Amazon has 130 million active users, and the number of users has continued to grow rapidly in recent years. According to analysis, part of the growth rate comes from the third-party market, which can be seen from its increasingly expanding commodity categories and catalogs. Amazon's diversified development path has long been paved, starting from selling books and audio-visual products to other industries, such as the sales of electronic products, clothing and other products. Compared with the weak growth of traditional retailers or the steady growth of the e-commerce industry, Amazon's rapid growth is far ahead. Sebastian predicts that Amazon's market sales will reach $12 billion or even more next year.

He then added that he believes Amazon should be called a technology company, and its strong technical capabilities make it go beyond the traditional definition of an online retailer. Amazon has built a solid and stable wall through investment in technology, leaving its competitors far behind. Amazon's current situation has caused confusion on Wall Street. How much growth potential does Amazon have in the future? Sebastian believes that Amazon will continue to grow at a high rate in the next 20 years and eventually reach its peak. Its future success will be attributed to its strong technical support, which is precisely a powerful weapon to improve customer experience and lead the market.

ChannelAdvisor CEO Scott Wenger said at the meeting that Amazon's sales increased by 40% last year, and the sales growth rate excluding books and audio-visual products reached 80%.

Scott said that Amazon has been increasing its investment in operation centers. The company currently has 50 operation centers and plans to add 25 more this year. Such a large investment in one year will greatly stimulate the growth of sales revenue.

Wenger mentioned at the meeting that other retailers can cooperate with Amazon in different ways. One is to sell products on Amazon's website. Retailers open stores on its website to sell goods, and Amazon takes a certain commission; the other is Amazon Product Ads. When consumers click on the pictures and text descriptions of retailers' products on the website, a detailed product introduction page with a link button to the retailer's website will pop up, thus leading consumers to the retailer's own website. If this method is chosen, Amazon charges by click.