By Monica E. Oss In 1994, Amazon was started as an on-line bookseller. And, over the years, the company not only changed where books were sold (with far fewer physical book stores in existence now), but also changed the book publishing industry with a push to digital books. Thanks to the introduction of the Kindle by Amazon, e-books now occupy nearly 20% of the book market. Amazon’s share of all new book unit purchases was 41% but their share of the e-book market was 67%. Since 1994, Amazon has moved on from books to a wide range of other merchandise. And as the company…