Amazon describe the vision of their business as to: 'Relentlessly focus on customer experience by offering our customers low prices, convenience, and a wide selection of merchandise. The vision is still to Consider how these core marketing messages summarising the Amazon online value proposition are communicated both on-site and through offline communications. Of course, achieving customer loyalty and repeat purchases has been key to Amazon's success. Many dot-coms failed because they succeeded in achieving awareness, but not loyalty. Amazon achieved both.