Rapid growth of e-commerce has made both companies and customers face a new situation. Companies have more competition and customers have the opportunity to choose among more and more companies and products. One solution to realize new marketing and sales enhancing strategies is personalized recommendation. It helps customers to find products they might like to purchase by producing a list of recommended products. The objective of this literature review is to find out how the recommendation systems are used in the context of sales enhancing. The finding in this research was that the recommendation systems play a huge role in different areas of sales enhancing. Those areas are categorized into pleasure of using online stores, sales diversity, impact of reviews, cross selling, promotion and discounts, personalization and gaining customer loyalty. The results of this study can be used by for example e-commerce companies that are thinking about initialization of recommender systems and want to know their benefits.