EBay's 2009 strategy to transform the company from its roots as an auction website into a full-fledged e-commerce player in the age of Amazon has proved successful. Still, eBay has no plans to adopt Amazon's business model, said Devin Wenig, president of eBay Global Marketplaces. "EBay is not a retailer," he said. "We don't own goods. We don't want to do that. We want to be a partner to retailers and brands."

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