While some retailers are still at the start of their digital journey, Amazon is honing it to perfection.

The key to Amazon’s overall success is understanding how customers are shopping and being responsive to changing shopping habits. It is not content to follow the crowd; its culture of innovation means it will lead the pack and give customers a shopping experience they didn’t even realise they wanted.

Same-day delivery, personalised product recommendations, even drone delivery – Amazon invests to make sure it’s ahead of the curve.