Amazon.com was founded in Washington State in 1994 and reincorporated in Delaware in 1996. The company seeks to be the customer-centered company on the planet. The company is guided by four principles: customer-centricity, not competitor-centricity; passion for invention; commitment to operational excellence; and long-term thinking. In each of the company's market segments, it serves its primary customer base, which includes consumers, sellers, developers, businesses, and content creators. In addition, the company provides services such as advertising to sellers, vendors, publishers, and authors through programs such as sponsored advertising, display, and video advertising. The company organizes its operations into three segments: North America, International and Amazon Web Services ("AWS"). The company serves consumers through its online and brick-and-mortar stores and focuses on selection, price, and convenience. The company offers programs that enable sellers to grow their businesses, sell products in its stores and fulfill orders. The company serves developers and businesses of all sizes, including startups, government agencies, and academic institutions, through its AWS division, which offers a broad range of global computing, storage, database, and other service offerings.