Keynotes; Stevens Lecture

Summary form only given. Amazon.com just is a large e-commerce. This article discusses a talk on some of User Interface Engineering´s latest research into the hidden treasures of Amazon. The talk reveals the simple Yes/No question that increased revenues by more than $1 billion; the elegant subtlety of Amazon´s security system; why Amazon´s business model is more than meets the eye, the wins and losses that Amazon has had with social media functionality.