As Amazon continues to dominate the online retail market, it is continuing to look at new markets in which to expand.
A tree purchased from Amazon, along with the box it came in.
This year, it is taking on Christmas trees.
Deb Tech, Associate Professor of Marketing at Dakota State University, joined KSFY Morning News to talk about Amazon's continued growth - and what it means for consumers.
"When it comes to things like Christmas trees, obviously what you want to have is the experience of going to get a Christmas tree," Tech said. "That's where technology is helping Amazon out. We're seeing that they're trying to use artificial intelligence so they can actually target us better. They're also using things like augmented reality, where you can use a cell phone to see what a tree might look like in your room."
Tech said Amazon is also trying to push toward offering what small retailers specialize in - a personalized experience.
You can see her full interview in the video attached to this story. You can also check out Amazon's Christmas tree offerings here.
KSFY purchased a tree from Amazon, as well as a locally-grown tree from Riverview Christmas Tree Farm in Canton. We will take a look at how both trees held up this holiday season later this month.