Chapter 5: Networks Become the Competition

Amazon was the first seller on the Internet that enabled other websites to be linked to its own website. This made it possible for providers to sell their products via Amazon; Amazon would then receive commission, a small percentage of the sales price, if the sale was successful. This link was a form of affinity marketing. It is this affinity that is extremely important for platforms. Visitors feel a certain bond with a platform and have their own preferences for a particular proposition…