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E – book online stores will take some time to open. We are planning to establish these stores by March 2001. These stores have the potential to be very successful so we do not want to rush things. Advertising for e – books will be done on the radio and through word – of – mouth, the usual Amazon.com advertising strategy. We predict that with e – books running at a cost of 3 – 7 dollars, we forecast revenue of about 750 million dollars within the first three years. These estimates may be conservative, the e – book industry shows great potential. It is a smart choice for Amazon to get into this business. This is the next step necessary to keep Amazon.com technologically updated. (Gates, 2000), (Hawkins, 2000)

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