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International, comprising Amazon Europe and Amazon Japan, now represented 35% of Amazon
revenues and was the fastest growing segment of the company (see Exhibit 1). To sustain its growth,
Amazon Europe faced multiple expansion options: it could replicate the broad array of product lines
Amazon offered in the US, launch new Marketplace1 activities, or expand into other European
countries. In addition, Amazon Europe had to decide which of its activities it should coordinate or
consolidate at the European level.
Tom Taylor had been transferred from Amazon US to Europe in June 2002 to address some of
these issues and, in the words of his then boss, Senior VP of Operations Jeff Wilke, help Europe
“catch the US in five years...
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