Amazon is the world's most valuable company in the world.

The online retail giant passed Microsoft yesterday to take over the top spot. Amazon's stock rallied another 1% today and the company is now worth nearly $810 billion dollars.

Led by chief executive Jeff Bezos, Amazon has seen remarkable growth as its business has spread beyond its origins as an online bookseller to a myriad other retail categories.

Revenues jumped from $74.5bn in 2013 to $177.9bn last year.

Even with its latest distinction as top dog in market value, Amazon's market capitalisation stands well below its own peak in September, when it crossed $1 trillion before Wall Street's late-2018 selloff.

Amazon's retreat during the pullback has been less steep than that of other tech titans.

Apple, long the world's biggest company by market capitalisation first lost the distinction in late November and is currently fourth with $702bn, behind Amazon, Microsoft and Google parent Alphabet, which has a value of $745.2bn.

Created in a garage in a suburb of Seattle, Washington, the company, originally dubbed "Cadabra," sold its first book - Fluid Concepts and Creative Analogies: Computer Models of the Fundamental Mechanisms of Thought by Douglas Hofstadter - in mid-1995.

By the end of that year, Amazon was selling books online throughout the US.

Amazon went public in early 1997.

The company for more than a decade put growth over profit, investing heavily in warehouses, distribution networks, and data centres.

Landmark moves include the $13.7bn acquisition of Whole Foods Market in 2017, which brought it an extensive network of brick-and-mortar stores for the first time.

The company has also emerged as a major creator of original entertainment content, netting acting awards for Amazon original series at Sunday's Golden Globe Awards.