Amazon appeared in 1995 with the initial objective of becoming the "Earth's Biggest Bookstore". After a few years, the website diversified its offering with other cultural products such as CDs and DVDs. Now, after a broader diversification process, it has become the "Earth's largest online retailer offering the widest range of products and services". Amazon is now one of the most powerful retailers in the world and the fifth biggest brand worldwide. The brand has benefited from the rise of e-commerce and has contributed to the transformation and simplification of the consumer decision-making process.