Amazon strives in understanding America becoming a plural market with rapid immigration affecting the cultural fabric of the country. Decisions and social habits change over time, and Amazon is a keen observer using theoretical analysis to avoid all kinds of repercussions of wrong decisions. America has many bilateral trade agreements, of which the NAFTA is by far the most business generating. NAFTA include Canada, Mexico, and America as natural business partners capitalised by their geographic proximity. Amazon has strategic alliance with Canadian firms for intelligence sharing, overcoming business hurdles for a streamlined business operation. The US and Canada are bound by the agreement, allowing Amazon to capitalise on its core competency to expand in Canada. This is seen by the revenue share of Amazon in different countries dominated US and few others. Amazon uses the value chain analysis to determine the likelihood of it reaching the desired objectives. This gives a near-perfect result to fix flow of goods and implications originating from bilateral trade agreement.
The situation in Canada has been much competitive, with many online sellers trying to increase the range of products. Amazon had been facing healthy competition from its Canadian counterparts, such as Indigo and the US based Walmart. It assumed the theory of increased product options likening to attract more customers, which proved beneficial. The situation demanded advanced competition to beat rivals who were equally steering their businesses further. The task it understood to be necessary was to increase the number of products online as one of the key competitive act, culminating into a price war with rivals. It took action, when it added a staggering 1 million new products on its website (CBC News, 2014). With the addition of new fulfilment centres to cater existing and future demand, it also created 700 jobs (BNN, 2016). An assumption of gifting more jobs to a country is a good manipulation for corporations’ image improvement in a country. The result was great when it became a powerful source of online products, beating all competitors.