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Amazon is involved in around half of all e-commerce transactions in the United States, but in Japan it faces competition from Rakuten. The Japanese e-commerce giant has a loyalty program and a suite of products including its own credit card, online bank and streaming services. In recent years, Amazon’s superior logistics capabilities and focus on price have allowed the company to capture greater market share. Watch this video to learn how the two e-commerce giants are borrowing the most successful parts of each other’s models as they look to the future. » Subscribe to CNBC: http://cnb.cx/SubscribeCNBC » Subscribe to CNBC TV: http://cnb.cx/SubscribeCNBCtelevision » Subscribe to CNBC Classic: http://cnb.cx/SubscribeCNBCclassic About CNBC: From 'Wall Street' to 'Main Street' to award winning original documentaries and Reality TV series, CNBC has you covered. Experience special sneak peeks of your favorite shows, exclusive video and more. Connect with CNBC News Online Get the latest news: http://www.cnbc.com/ Follow CNBC on LinkedIn: https://cnb.cx/LinkedInCNBC Follow CNBC News on Facebook: http://cnb.cx/LikeCNBC Follow CNBC News on Twitter: http://cnb.cx/FollowCNBC Follow CNBC News on Instagram: http://cnb.cx/InstagramCNBC #CNBC #Amazon #Rakuten How Amazon Is Fighting Rakuten For E-Commerce In Japan