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Amazon primarily operates on a hybrid e-commerce model that combines business-to-consumer (B2C) and marketplace models. In its B2C aspect, Amazon sells products directly to consumers through its extensive inventory. Additionally, the marketplace model allows third-party sellers to list and sell their products on Amazon's platform, facilitating a vast range of offerings without holding the inventory themselves. This combination enables Amazon to leverage its logistics and customer service capabilities while expanding its product range significantly.

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