The best customers are identified in this phase (Tanner & Raymond, 2012). The customer's value to the company and their individual needs are now taken into account. In order to use Amazon's services, it is necessary to provide the company with some personal data. As a customer you have the option to pay an annual fee to become a “Prime” member. Once a customer chooses to join, they become one of Amazon's "best" customers. Now you'll not only get free shipping on most physical orders, but you'll also have access to Amazon's digital library of music and videos. This leads directly to the next phase 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 so successful is that each of its customers is interacted with and treated as an individual. The needs and wants of the individual appear to be the only ones that matter, as does Amazon's vast inventory of physical and digital goods