Puji Wahono 

Fakultas Ekonomi dan Bisnis Universitas Negeri Jakarta 

DOI: 

ABSTRACT 

The world's largest online retailer, with annual sales of more than 60 billion US dollars. When Jeff Bezos started Amazon.com in 1995, the online retailer focused solely on selling books but now Amazon offers a much wider selection of merchandise than brick-andmortar stores, lower prices, a user-friendly interface, product recommendations, and customer wish lists. , and one-click purchasing options for repeat customers.This shows that Amazon is increasingly becoming the starting point for online purchases. As a result, its active customer base is now approaching 200 million. According to Bezos, Amazon's success is based on three main factors: a relentless focus on delivering value to customers, operational efficiency, and a willingness to innovate                    

Keywords: Competitive Advantage, Berkelanjutan, Indonesia Pusaka