Online retailer Amazon is celebrating a quarter of a century in business.
The retail giant launched in 1994, and over the last 25 years has grown into one of the biggest companies in the world, making a multi-billionaire out of founder Jeff Bezos in the process.
First Retail's Chris Wilkinson told Andrew Dickens the consumer giant has been so successful because people love the idea of convenience and a huge range in one place.
He says founder, Jeff Bezos, didn't stop at a simple idea.
"It's hard to get businesses all working together in the same direction. He had that vision, he was determined, and that's where his success has come from."
Despite the company's ongoing success, he says that retailers should not turn their backs on a physical store.
Wilkinson says while many consumers start online, they typically finish up buying in stores.
"So it's about making sure that retailers have great digital visibility, great usability, and then actually encourage those people back into shops to complete that purchase."