At this stage, the best customers are identified (Tanner & Raymond, 2012). The customer's value to the business and their individual needs are now taken into account. In order to use Amazon's services, you must provide the company with certain personal information. As a customer, you have the option to pay an annual fee to become a “Prime” member. Once a customer chooses to join us, they become one of Amazon's "best" customers. This is where you not only get free shipping on most physical orders, but also access to Amazon's digital library of music and videos. This brings us directly to the next stage of OTO marketing, which involves establishing effective customer interaction procedures. How a customer interacts with Amazon depends on what they are looking for. What has made Amazon successful is that each of its customers is interacted with and supported as an individual. The needs and wants of the individual seem to be the only ones that matter, as Amazon's vast inventory of physical and digital goods is vast.