Amazon used several strategies to compete with brick-and-mortar stores. Firstly, they offered a larger inventory than most physical stores, which was possible due to their online nature. Secondly, they offered products at lower fixed prices. Lastly, they expanded their product range to include not just books, but also DVDs, electronics, toys, software, and other goods.
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Amazon's founder, Jeff Bezos, started a virtual store offering a larger inventory than most brick-and-mortar bookstores at lower fixed prices in 1995. Soon, after witnessing some success, Bezos realized that the concept will be appreciated by consumers looking to buy other products; so Amazon started to offer DVDs, electronics, toys, software and other goods for sale, Advertising Week 360 reports.