Product based business normally make products and sell it to clients or might use it for their advantage by delivering software as a service to end users. A product based company, such as Amazon manufacture and distribute their products, while some businesses have suppliers from which they get products and they distribute to buyers. Services based business are those who work product that provides service to the client e.g. Amazon’s AWS (Amazon Web Service). Amazon services offers a wide variety of basic services that customers can buy right through the Amazon website. Amazon is a consistent online platform that carries every conceivable product on amazon.com. Amazon offers opportunity to other small enterprises to distribute their products, and offers opportunity for individual, such as bloggers, to earn money by promoting their products. Amazon manufactures some of their products, but a majority of product are sold by enterprises and individual, through the Amazon platform. On the contrary, Amazon have selling services that consents other enterprises to sell on Amazon worldwide such as seller can send its product to an Amazon fulfilment centre and Amazon store their inventory for them and when an order is place Amazon will pick, pack and ship or ship worldwide. . Purpose: Amazon purpose is “Amazon wants to consumers-centric company, where consumers can find and see anything they might want to buy online” and “Amazon strives to offer consumers the lowest prices, the best available selection, and the highest convenience”. These statements guarantee an outstanding e-commerce service to achieve customers’ needs and targeting of becoming the extreme e-commerce company worldwide. These statements have influenced Amazon to become a major online retailer worldwide. Amazon’s statements demonstrate business goals and illustration a future of international control in the online retail industry. On the contrary, Amazon focuses on effective and high-quality service and further improvement of the e-commerce for long-term success in the international market. Target Audience:Amazon website is aimed at a wide audience who are concerned in internet shopping. The range of items for sale that Amazon offers would advise that they wish to target consumers of all ages from young to the old. Amazon website is designed to confirm that it is simple to use even for the most computer illiterate. Content Based (2.0 technology): Web 2.0 is used to describe a variety of web sites and applications that permits everyone to create and share online information or material they have created. A key element of the technology is that it consents people to create. share, cooperate and communicate. This technology makes it an easy and general way to communicate information to and select a group of people or to an extensive audience. This technology is an effective way for online business to communicate and interact with its consumers. Examples of Web 2.0 features involve social networking sites and social media platform such as Facebook: Hosted services such as Google maps as business can keep track, Social networking: The online communities Myspace (a social networking platform that offers an interactive, user-submitted web of friends, personal profiles, blogs, groups, photo, videos and music) and Facebook are popular social media platforms used by everyone worldwide, Twitter is a real time information platforms that connects users to the latest stories, ideas, opinions and news about what user find motivating, YouTube permits billions of users to determine, watch and share originally-created videos as YouTube delivers its users to connect, informal and motivate others worldwide and acts as a supply network for original connecting creators and advertisers large or small, Wikispaces(http://www.wikispaces.com/ ) is a web that permits users to share their work and ideas, pictures, links, videos, media and anything the users are interested in, Doodle(https://doodle.com/) is a system that process of scheduling events, whether aboard or team meetings, dinners with friends, reunions or anything else the user is interested, and Widgets: an element of communication such as an button or an scroll bar e.g. tabled panels, data charts and calendars with notes. Amazon use of Web 2.0 such as Facebook – they advertise upcoming products e.g. Amazon Fire TV, promoting deals on website e.g. deal of the day and they respond to Customers complaints, Amazon uses LinkedIn for careers – job postings and Amazon is using YouTube to promotes it products like products advertisement – Amazon Dash, user discussions – reviewing of products for any improvements or any complaints. In contrast to this, Amazon uses Web 2.0 to find customers – potential consumers on numerous websites, Amazon advertise new products – marketing new products using web 2.0 technology and Amazon submit questions – consumers permitted to leave some feedback of any purchase. In addition, Amazon is using Web 2.0 to bring new customers to its main website to make purchases its products and using web 2.0 it expands its platform. The benefits of using web 2.0 for Amazon is online promotion of products and services, increases the circle of consumers through social media platforms such as Facebook, building a durable relationship with target audience, more communication with consumers and its creates a large and strong network. However, use of web 2.0 can lead to information overload as too much information is daily posted creating a confusion for consumers, numerous number of frauds and hackers. Principles of Websites design:According to this soruce (https://shortiedesigns.com/2014/03/10-top-principles-effective-web-design/) effective websites designs are judged by the users of the website and not the owners. This relations to Amazon as they have created their website and designed in a way where consumers can informal experience. Additionally, Amazon made this informal website with many different factor to have a good communication with customers. The websites that does not follow factors are more likely to perform very deficiently. Principles such as usability, white space, site layout, accessibility, spacing, navigation, typography, alignment, clarity, consistency/intuitiveness, accuracy, content, media and simplicity. Amazon is a successful business online because of their good graphic design as designs is an all enclose word for all visuals elements of their website e.g. logo, font, white space, theme/template, layout and colour (https://www.amazon.co.uk/ ) and Amazon have good content as their good website is delivering related content to their target audience . Here are some principles that makes Amazon website elegant, easy to use engaging and effective:Purpose: Great web design always consider to the needs of the user as Amazon users looking for information, products and service or some type if interaction or to manage with Amazon. Amazon website have clear purpose and achieve a specific need for their users in the most operative way possible.Communication: People on the web want information rapidly, so it is significant to communicate evidently, and making the information informal to read and understand. For example Amazon uses effective strategies involves in their web design such as information using headings, subheadings and using bullet points (https://www.amazon.co.uk/). Typeface: A design set for printer or display fonts each for set of characters, in a number of specific sizes, Sans Serif fonts such as Arial and Verdana are informal to read online for the target audience. The ideal font size for reading easily online is 16px and stick to a maximum of 3 typefaces font size to keep design efficient. (https://www.amazon.co.uk/gp/site-directory/ref=nav_shopall_btn). Navigation: Easy for the target audience to move around the website e.g. designed clickable button, which users can find the information they are looking for with clicks as Amazon uses this principles to make it informal for target audience and more efficient(https://www.amazon.co.uk/). Grid Based Layouts: Having grid based layouts arrange content into segments columns and boxes that line up and feel balanced, which lead to improved website design. This principles will permits target audience to know where to go and permits Amazon to communicate with target audience.”F” Pattern Design: This is a layout called “F-layout” that depends on various eye-tracking. It’s a layout that feels comfortable for the target audience as they read top to bottom, left to right. F-design was found by general behaviour studies that visitors on a website stare at the top left of the page, then they scan the top of the site (navigation, search etc.), next they will move down and reading the next full row of content all the way to the sidebar. In contrast, viewer’s visual flow, effectively designed websites will work with a reader’s natural behaviour and the information will be presented in order of significance (left to right, and top to bottom) as Amazon is already using this principle (https://www.amazon.co.uk/ ) to attract consumers to what Amazon wants to them to and engage with the target audience.