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Brand Management Study of Amazon

  1. Headquartered in Seattle, Washington, it is the world's largest online retailer.
  2. Jeff Bezos founded, Inc. in 1994 and the site went online in 1995.
  3. The name was chosen because the Amazon River is one of the largest rivers in the world.
  4. started as an online bookstore but soon diversified into selling DVDs, CDs, MP3 downloads, computer software, video games, electronics, apparel, furniture, food, and toys.
  5. listed with the tagline, ‘Earth’s biggest bookstore’.
  6. Posted a net revenue of $34.2 billion and net income of $1.15 billion in 2010.
  7. Amazon boasts of a customer base of 137 million which is more than twice that of GROUPON
  8. In 15 years (1995 - 2011) Amazon went from 1 category to 16 categories
  9. From all over the world. Amazon is a global company and looks for customers all around the world. They have got tie-ups with third party sellers for international coverage
  10. Tech Savvy users and Early technology adopters. Separately designed products like Amazon mp3, Amazon kindle, Amazon Appstore for them.
  11. Those who yearn on convenience shopping
  12. Seller customers. Amazon’s primary objective is to bring maximum number of reliable sellers under it.
  13. For example is a competitor for and Google App Engine is a competitor for Amazon Web Services. These two in actual becomes competitor for Amazon Inc but not
  14. It allows Amazon to increase selection and grow faster
  15. It also helps push down prices on Amazon as Third Parties fight for buyers
  16. Another key driver of growth is Amazon Prime - Amazon's program that gives annual free two-day shipping for a $79 subscription
  17. This could mean that more users might register for Amazon Prime
  18. The e-commerce market is growing at 14% and every Amazon segment is growing faster
  19. Following a bottom-up approach, every decision at Amazon is driven by the customer's needs.
  20. Provides an easy interface for customers to register their complaints
  21. All queries and complaints are addressed immediately
  22. Customer feedback on products and packaging
  23. Can return gift items
  24. Sell online after return date
  25. Amazon Fresh
  28. Amazon Web Services
  30. Alexa
  32. Amzon Cloud
  33. It follows a mix of product, source and endorsing brand architecture
  34. It is also a result of unplanned portfolio growth
  35. With the Kindle effect, the e-book sales of Amazon surpassed paper book sales for the first time in last quarter of 2010.
  36. The Amazon and Kindle brands are most certainly registered trademarks.
  37. Most of the books that are downloaded for Kindle are copyrighted, and Amazon has a deal with the publisher/author to distribute the content electronically.
  38.’s 1-Click Ordering: Storing a customer's billing information so that they do not have to enter it every time they make a purchase is also patented. It is also commonly referred to as 1-Click Checkout.
  39.’s Internet-Based Customer Referral System:It is patented on the process of allowing other websites market their books for a commission.
  40. has also been awarded patent for an automated system called “gift conversion” wizard that would allow users to return Amazon-derived gifts even before the order was shipped.
  41. Customers see seller’s product ads on
  42. Customers click to product pages on seller’s website
  43. Seller’s are charged a cost-per-click
  44. Established separate websites in different countries
  45. Acquired multiple organizations and websites
  46. Internet-based
  47. Started as an online bookstore
  48. Sells a wide range of products now
  49. Environment-friendly
  50. Accessible
  51. Customer centric
  52. Buy everything at the click of a button
  53. Advertising Awareness
  54. e-Book Market Share
  55. Brand Commitment
  56. Source of Ad Awareness
  57. Message Association
  58. Amazon’s sales composition was 100% media sales in the first 3 years. By 2011 media just forms 43% of their total sales
  59. Through Kindle, CDNow, instaVideo and AmazonMP3 they have a strong foothold in digital sales of media. They have thus reduced dependency on physical sales of media in their portfolio