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| 2010 || February 1 || Competition || [[w:Microsoft|Microsoft]] launches [[w:Microsoft Azure|Microsoft Azure]], a [[w:cloud computing|cloud computing]] platform that will compete with [[w:Amazon AWS|Amazon AWS]] over cloud services.
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| 2010 || July || Product || Amazon announced announces that {{w|e-book }} sales for its Kindle reader outnumbered sales of hardcover books for the first time ever.<ref name="MyUser_The_New_York_Times_January_17_2016c">{{cite web |url=https://www.nytimes.com/2010/07/20/technology/20kindle.html |title=Amazon Says E-Books Now Top Hardcover Sales |newspaper=The New York Times |date= July 19, 2010 |author= |accessdate= January 17, 2016}}</ref>
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| 2010 || November 8 || || "Amazon.com, Inc. (NASDAQ: AMZN) today announced that it has reached an agreement to acquire Quidsi, Inc., which operates Diapers.com"<ref>{{cite web |title=Amazon.com to Acquire Diapers.com and Soap.com |url=https://www.sec.gov/Archives/edgar/data/1018724/000119312510251261/dex991.htm |website=sec.gov |accessdate=20 October 2020}}</ref>
