This document provides a case analysis of Amazon submitted by a group of students. It summarizes Amazon's history and growth over time. It began in 1995 selling books online and has since expanded into many other product categories. Key events include launching AWS in 2002, Prime in 2005, Kindle in 2007, Echo in 2014, and physical retail stores in 2015. By 2016, Amazon's revenue reached $107 billion with 230,000 employees. The document also discusses Amazon's revenue model based on commissions and fees from the marketplace. It notes the significant impact Amazon has had on other retailers.

1. CASE ANALYSIS
Submitted By- GROUP 8
Ravneet Kaur (5001098490)
Priyanka Negi (500106788)
Harsh Ramani (500109479)

2. INTRODUCTION
Amazon is an American multinational
technology company that focuses on e-
commerce, cloud computing, online
advertisement and AI ( Artificial Intelligence)
It is one of the world's most valuable
brands and also is also one of the big 5 of
American information technology
companies

3. 6
2
2002
Amazon launched Amazon Web Service (AWS)
to provide cloud-computing services to a large
number of companies. AWS provided firms an
elastic information technology infrastructure
that could be expanded at a low cost on a need
basis.
1
1995
Amazon launched its website in July 1995 to
sell books online. Soon it expanded its product
line into music, movies, electronics, and
general merchandise
3
2005
Amazon launched Prime, which
offered free two-day shipping for a
$79 annual subscription fee.
4
2007
Amazon introduced Kindle and other tablets.
Kindle was priced significantly lower than the
iPad and other competing tablets, and
provided a convenient device for consumers to
shop and download digital books and movies
from Amazon’s store
6
2016
Amazon launched Amazon Inspire, an online
marketplace with free lesson plans, worksheets,
and other instructional materials for school
teachers
5 2014
Amazon launched Echo, a device
with a voice-activated virtual assistant
who answered questions and placed
orders on Amazon It also opened it’s
first Brick and Mortar store in
Manhattan

4. $107 Billion
By 2016, Amazon had become the digital giant,
with nearly $107 billion in revenue
$304 Million
230,000
Active customer accounts
Workforce of full and part-time employees

5. AMAZON REVENUE MODEL
 The primary source of revenue for Amazon is the
commissions and fees that it obtains by
 making the borrowers and sellers meet. Amazon doesn’t
sell a lot of stuff on its own. It just
 provides a marketplace guaranteeing a standardized
experience for both the buyers as well as the sellers.
 Amazon also derives a huge chunk of its revenues from
affiliate programs. Amazon provides affiliates with
stores within their sites. It then charges a larger
commission on their sales.
 Lastly, Amazon has also developed subscription based
business models via its Amazon
 Prime service. For a fixed subscription users get two
benefits. Firstly, users can stream
 movies and other video content via the internet.
Secondly, Amazon Prime members are entitled to
lightning fast delivery of the products purchased from
Amazon.

6. IMPACT ON
RETAILERS
 The impact of Amazon’s activities on retail are seeping through the
industry’s cracks. As eCommerce sales become a seemingly more pervasive
force than brick-and-mortar, it’s apparent that Amazon is showing no signs
of slowing down in terms of its innovation and expansion efforts.
 The eCommerce giant has entered a myriad of markets this year, helping to
up their retail game considerably.
 Nearly 77 percent of retailers see Amazon as having a direct impact on their
customers' online experiences.
 As Amazon enters the physical world with its own brick-and-mortar
locations, many retailers are unsure of what's next for the industry.
Effectively, Amazon is causing a ripple effect in the industry, and retail is as
a result undergoing an evolution.

7. THANK YOU

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