Amazon creates many utilities for its customers, but perhaps the most valuable utility for consumers is place, the utility created by having the offerings available where consumers need it, on Amazon.com!
Amazon creates one central place for customers to find almost everything they could ever need or want. This keeps their customer base happy, committed and spending on Amazon.com daily. Why shop elsewhere when you can use Amazon.com as a 'one stop shop'? Amazon has built a very loyal customer base by providing options and great customer service.