Motley Fool Stock Advisor pick Amazon.com (NASDAQ:AMZN) is celebrating its 10th anniversary. Whenever a company marks a major date like that, it does so with an eye toward exploiting the opportunity to market itself. Jeff Bezos and company have come up with a great way to accomplish such a task.

Say hello to the Amazon Hall of Fame.

Initiatives like halls of fame and awards shows are definitely useful as promotional vehicles. World Wrestling Entertainment (NYSE:WWE) used its hall of fame not only as an advertising asset for its Wrestlemania 21 product but also as a monetized asset, one that was partially broadcast on cable TV and then used to add value to the Wrestlemania video release by being included on the disc. Viacom's (NYSE:VIA) MTV Networks is a pro at awards shows and has successfully used its broadcasts honoring musicians and movies to build audience loyalty. It is especially interesting in Amazon's case because the company states that it has used sales data to compile its hall-of-fame lists, which will be generated for movies, musicians, and authors.

Amazon is into suggesting products to its potential consumers. It does so in many ways, from making recommendations based on past purchases to highlighting products with similar appeal to the one you are currently viewing. It also makes the top-selling lists for its categories easily available; these documents can be a powerful tool to influence people's purchasing decisions. Just as the results of a film's opening weekend can affect its overall box-office potential, so too can a best-seller list alter the future prospects for a book, record, or electronics item. This has been the case for a long time now, especially as sales information continues to be more widely distributed.

Amazon's Hall of Fame has essentially added a factor of prestige to its best-seller lists, and I'd be willing to bet that the inductees will see some revenue mileage from their inclusion. There are even some surprise rankings here to add to the allure. I mean, the Beatles coming in at No. 1 on the musical list makes sense to me, but I thought the King from Memphis, Elvis Presley (how many WWE fans thought I was going to mention Jerry Lawler?), would have been at least in the top 10 as opposed to the bottom. And although it should have been obvious that J.K. Rowling would be the top author, I was disappointed to see that my favorite scribe of terror tales, Stephen King, was relegated to seventh place. Come on, Amazonians, what are you thinking?!

Perhaps the most significant aspect to take away from all this is the fact that Amazon has actually been around now for 10 years. It has survived the surreal dot-com craze that created an alternate universe there for a while, one that existed within the numinous physical laws of a bubble that probably should have popped before it even formed. Still, Amazon -- along with fellow Stock Advisor recommendation eBay (NASDAQ:EBAY), Motley Fool Rule Breakers pick Overstock.com (NASDAQ:OSTK), and others -- proves that there is room for Internet entities. A long-term chart of the company shows a lot of volatile growth over the years. That's the past, of course; the more important question is: Where is the stock going? I'll stick to something I said before: I believe that, so long as one is already safely invested in blue chips with strong brands and healthy dividend growth, Amazon.com makes for a nice speculative play on the future of online commerce.

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Fool contributor Steven Mallas owns none of the companies mentioned. He is also perplexed as to why Devo didn't make it on the Amazon Hall of Fame. The Fool has a disclosure policy.