Amazon, in many ways, has changed the way that we shop forever. It's now possible to sort through hundreds of thousands of items, accompanied by hundreds of thousands of reviews of those items, and find that specific essential you were searching for. Not only that, but it’s also possible to order almost anything online and expect it to arrive at your doorstep within two to three days. Amazon has truly adopted an "everything-under-one-roof" motto, meaning you can rely on Amazon for practically every need, from toilet paper to groceries to new clothing items and accessories. However, with all of these choices, with all of these possibilities at your fingertips, the average consumer can end up feeling overwhelmed. Yet, through data analytics, Amazon has found a way to dominate the online retail space.