1. 2014 INVESTOR RELATIONS PLANAmazon
2014 Investor Relations Plan
MSG Public Relations | December 2013

2. AGENDA
Agenda
• Current Landscape
• Internal Perspectives
• External Perspectives
• Ownership Summary
• Observations
• Financial Performance
• Shareholder Changes
• Social Messaging
• 2014 IR Objectives
• MSG Deliverables
• Financial Calendar Communication
• Investor and Analyst Targets and Outreach
• Message Development
• Market Intelligence
• Budget

3. CURRENTLANDSCAPE
Current Landscape
Internal Perspective
• Stock price increase of 120% over two years
• Promising sales growth
• Investment in new business
• Two straight quarterly losses
• Profit is due in the near future
“We will continue to: make bold investment decisions in light of long-
term leadership considerations rather than short-term profitability
considerations.” - Amazon, A Message to Our Shareowners.

4. CURRENTLANDSCAPE
Current Landscape
External Perspective
Black - Amazon
Blue - eBay
Red - Dow Jones Industrial Average
Green - S & P 500
“Amazon famously has survived on meager profits, despite fast-rising sales”
- Bensinger G. “Amazon earnings: what to watch”, WSJ, Oct 24, 2013
“Retailers have been the strongest performing industry group this year,
outperforming the S&P 500 by 15%” - WSJ, November 2013

5. CURRENTLANDSCAPE
Current Landscape
Ownership Summary
Institutional
Ownership
69%
Top 5 Holders
% of Total Shares Outstanding
• Bezos, Jeffrey P. – 18.56%
• Capital Research and
Management Company – 10.04%
• T. Rowe Price Group, Inc. - 4.6%
• BlackRock, Inc. – 4.13%
• The Vanguard Group, Inc. – 3.81%
Type % of Total
Shares Outstanding
Institutions 69.96
Individuals / Insiders 18.69
State Owned Shares 0.04
Public and Other 11.31
Total 100.00

6. OBSERVATIONS
Observations
Amazon’s Status – Financial Performance
• Bold investments: long-term success more important than short-term
profitability (Neutral)
• Large-cap and sales growth (Positive)
• Great losses in two consecutive quarters (Negative)
• Most recent quarterly earnings report lower than analysts’ consensus
forecast (Negative)

7. OBSERVATIONS
Observations
Amazon’s Status – Shareholders Changes
• Shares heavily sold by financial institutions (Neutral / Negative)
Source: Yahoo! Finance

8. OBSERVATIONS
Observations
Amazon’s Status – Social Messaging
• Lack of new media utilized in comparison with competitors (Negative)
Live Tweeting Earnings

9. 2014IROBJECTIVES
2014 IR Objectives
Institutional
Ownership
69%
Effectively maximize corporate financial communications to
enhance company value and status among industry.
• Streamline communications efforts to ensure maximum effectiveness
• Emphasize promising business initiatives and long-term visions through
financial results
• Improve regular interaction with investors and analysts - frequency and
effectiveness

10. MSGDELIVERABLES
Deliverables
Financial Calendar Communication
• Earnings reports preparation
• Draft and finalize earnings script, presentation and Q&A preparations
• Press releases and financial press relations
• Manage logistic for earnings release/call
• Schedule sell-side analyst follow-up
• Monitor trading activity post-release

11. MSGDELIVERABLES
Deliverables
Investors and Analysts Targets and Outreach
Amazon’s Analyst Coverage, 106 equity analysts (partial list)
Source: Capital IQ

12. MSGDELIVERABLES
Deliverables
Investors and Analysts Targets and Outreach
Amazon’s Top Institutional Investors (partial list)
Source: Yahoo! Finance
Institutions that sold shares heavily (sold more than 132,000 shares):
T. Rowe Price Associates, Inc.
Capital Research Global Investors
Baillie Gifford & Co Limited.
Sands Capital Management, LLC
Jennison Associations LLC
Northern Trust Investment, N.A.
(partial list)

13. MSGDELIVERABLES
Deliverables
Investors and Analysts Targets and Outreach
• Create and maintain invest calendar
o Coordinate non-deal roadshows and investor conferences
• Update and maintain investor fact sheet
• Handle all inbound investor inquiries
• Schedule investor-related calls and meetings
• Prioritize investor relations with key stakeholders
• Enhance relationships with Amazon and industry analysts
• Analyst Day
o Assist with message and presentation development
o Target key investors
o Handle all event logistics
o Present post-event recap

14. MSGDELIVERABLES
Deliverables
Message Delivery and Development
• Leveraging Communication Channels
o Streamline investor relations, corporate communications, public relations
o Website updates to the investor sections (social media, investor calendar)
o Social media integration (social media policy, Reg. FD guidelines training, )
• Define Website Sections
• Message Resonance
o Refine corporate messaging
o Internal FAQ for executives
o Media training for corporate spokespeople
• Define / Refine Investment Thesis
Key Messages
• Amazon is committed to promising new business ventures
o Keep investor faith in management’s vision
• Sales growth remains a positive indicator of future success
o Turn spotlight to positive sales figures
• Amazon has a culture of long-term investment
o Maintain investor patience in long-term investment
o Continue the consistent message: “it’s early.”

15. MSGDELIVERABLES
Deliverables
Market Intelligence
• Assess top shareholders and trends in market
• Prepare and distribute key investor dossiers prior to meetings
• Monitor buy/sell activity
• Record all interactions with investors
• Crisis Preparedness
o Solidify messaging
o Plan of attack
• Regular analyze shareholder base to benchmark it against peers
(eBay, Google, Apple, The Home Depot, Target)
• Analyze investors/analysts discussions
• Perception studies- Feedback to Senior Management on company’s
investment market perception

16. BUGET
Budget
Hourly Labor Fees
 Material Creations - $2,000
 Executive Training - $1,000
 Direct-to-Investor Relations - $4,000
 Scheduling and Planning - $1,500
 Analyst and Industry Research - $1,500
 Total Cost: $10,000/month
Billable Expenses
 Earnings Releases: $3,500/each
 Annual Meetings: $25,000/each
 Expensed Items: $3,000/month
 Roadshow: TBA

17. 2014 INVESTOR RELATIONS PLAN
Q & A