Bachelor Thesis from the year 2019 in the subject Business economics - Offline Marketing and Online Marketing, grade: 1,7, Rhine-Waal University of Applied Sciences, language: English, abstract: Initially selling books online, the US company Amazon.com, Inc. has been transformed into a major online retailer over the course of its existence by providing its services to millions of customers around the world. Customer loyalty has always been essential to the success of a business, but never as much before as in the digital age. The associated customer loyalty programs are now an indispensable medium in the marketing world. Amazon is one of the most frequently mentioned examples of customer loyalty measures in general and in the world of e-commerce, in particular through its established premium program.Private labels and retailers take advantage of the multiple capabilities of the Amazon.com e-commerce platform, thereby increasing their sales and reaching new customers. Amazon's evolution from a website to an e-commerce partner and on to a development platform is driven by the spirit of innovation that is part of the companys DNA of the company. The smartest minds in the world of technology come to Amazon.com to explore and develop technologies that make life easier for buyers, sellers, and developers around the world. The author objectifies Amazon's subjective claim of being a customer-centric company and identifies key-areas of customer- centricity by applying theoretical concepts of that topic to the company itself, resulting in an assessment of Amazons degree of customer centricity and giving readers a better understanding of the meaning and historical development of the concept.