There is seemingly nothing Amazon cannot do. Having started as a humble online bookstore, it has grown into a company that transcends traditional business lines. It boasts a massive logistics network and a large catalogue of media streaming services, and has more recently branched into cloud computing services. With its new Alexa-equipped speakers, Amazon has demonstrated an Apple-like ability to create a market for devices that didn’t previously exist. With the range of benefits offered by its Prime service constantly growing and its continuous efforts to reach new markets increasing, it’s clear the only direction for the self-proclaimed ‘everything store’ is up.