Amazion at first defined itself in product terms$-$as online bookstore competing against physical bookstores by offering a huge selection of books, conveniently available and at market$-$beating prices. Before long, however, Amazon adopted a broader view. It defined itself as "the Earth's most customer$-$centric company," where customers could find and discover anything they might want to buy online. This is an example of

product adaptation

a market follower strategy

the competitor concept

a niche strategy

the market concept of competition