Amazon has used this strategy since its launch in order to attract a large number of people. Promotional strategy involves an agreement between two or more companies as well as a long-term relationship. These allies connect their users to Yahoo's websites, which helps promote its product (Johnson, 2010). In most cases, the alliance benefits both companies and gives them a competitive advantage over other companies in terms of costs. This type of strategy has occurred between Yahoo and Amazon, where Yahoo provides direct connections to Amazon book titles from any Yahoo search result. Yahoo users were invited to view and purchase books related to what they were searching for on the web. Diversification Strategy - Diversifying its products from CD/DVD to book markets has enabled the company to serve many customers from different market segments, thus the company continues to expand via new customer bases ( Jones, 2012). Strategic planning and distinction of Yahoo and Amazon