Kindle e$-$readers, and, also, might introduce a smartphone$\mathrm{.}23$ This prediction has come true. Amazon's first brick$-$and$-$mortar store is located in Seattle, WA$,$ and a second store will be opened in San Diego, CA$.$ The Seattle store sells books and electronic devices including Kindles and Echo, which is sort of a home companion who can answer your questions, make dinner reservations at your favorite restaurant, but who doesn't need care or watering. Future stores might sell other types of products. $24$ As for the smartphone, the Amazon culture values failures as well as successes. Questions

How does

Amaroon.com illustrate the sources of service sector growth? Comment on information technology, the Internet as an enabler, innovation, and changing demographics.

What generic approach$($s$)$ to service design does

Amaran.com illustrate, and what competitive advantages does this design offer?

Is

Amaron.com a model for the future of retailing?

Students Laura Bennett, Sarah Bird, and Matt Rhone contributed to this case under the supervision of Professor James A$.$ Fitzsimmons.