Innovations implemented by Amazon.com included features like the possibility to search among books based on not only book titles, but also keywords spread throughout the content, reducing the consumers time and energy related to finding their desired item. Another innovation was the patented “one-click” feature, allowing customers to efficiently purchase goods without having to repeatedly submit their payment and shipping information. All of these minor adjustments over time were the result of developing value proposition, ultimately leading to the success that Amazon.com is today.