The customer experience embodies what it’s like to be a digital customer of your organization, whether buying digital or physical products. Amazon’s customer experience includes the website and the digitized business processes touching the customer, like the shopping cart and payment options, as well as messaging, such as delivery alerts and email acknowledgments. The experience also includes Amazon’s well - developed customer – created content: customer product ratings and reviews, as well as sophisticated tools like search, a detailed history of purchases and tailored recommendations.The platform consists of a coherent set of digitized business process, data and infrastructure. The platform has internal and external components and may both deliver digital content to the customer as well as managing physical product delivery to the customer. Amazon’s internal plat forms include customer data and all the business processes that do not touch the customer, such as customer analytics, human resources, finance and merchandising. External platforms include the phones, tablets or computers that consumers use to research and purchase the products , along with telecommunications networks and Amazon ' s partnerships with delivery companies like UPS that deliver physical products and generate text messages on delivery ; all of these external platforms