amazon case study pdf 2022

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Strategy Behind the Business Success of Amazon: A Case Study

2022, TEXILA INTERNATIONAL JOURNAL OF MANAGEMENT

The success of any business is dependent on the strategy/strategies that are deployed in the operation of such a business. Strategy is a critical determinant of business success. Amazon.com is one of the most successful brands in the world; the company has been in business for over two decades and has recorded an unprecedented business success in human history. In this research work, the key strategy behind the success of Amazon will be extensively investigated. Given the unusual success rate of this organization over the past two decades and their high prospect for greater success, it becomes imperative to investigate the strategy behind this tremendous business success in-order to unveil and/or re-emphasize an established business principle that may not be obvious to many businesses. The purpose of this research is mainly to identify these strategies and extend further emphasis on the viability of such business strategies in order to strengthen existing research on the subject mat...

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Porter Analysis: A Business Strategy of Amazon.com through a Value Chain and Comparative Advantage Analysis of Amazon's Trademarks and Intangibles Amazon is considered the preeminent online retailer in the world. It operates in varying areas from robotics, movie databases, web services, audio books, food markets, etc. Its expansive reach is a matter of e-commerce highly dependent on the logos and Amazon trademarks, such as the Amazon smiling face, the Amazon logo, etc. The E-commerce industry falls into the category of internet and software services according to S&P's Industry Surveys on "Internet Software & Services. E-commerce can be categorized into two major segments on the internet: business-to-consumer (B2C) and business-to-business (B2B). Amazon.com falls into the B2C category, because Amazon's main target is consumers. Amazon is the largest online retailer in the world. But it operates with a great deal of competitors. Below is a chart of the main competitors Amazon deals with in the economy. Working Paper.

muskan saxena

Amazon is the first large company that sells goods and services over the internet it was founded by jeff bezos in 1994. Amazon started out as an online book store then it grows quickly to add new items such as DVD’s, video games, electronics, clothing and more to the extent that the company logo symbolizes means that they sell all products from A to Z. Amazon.com try their best to get customer loyalty and trust. They offer state shipping service and they have many retail stores in different countries. It also purchases customer data and information to achieve customer needs and wants. Amazon is one of the first in the world to sell online and has many competitors like: ebay, rakuten and flipkart. Therefore, amazon has own over 40 subsidiaries includes: zappos, shopbop, IMDb, Amazon Prime, appstore, and amazon drive.

anelis baciu

Md Abdullah Imran

This is a academic level case study on information systems, business strategies and e-CRM system used by Amazon for their online activities. Amazon for their e-commerce activities uses number of information systems in order to gain competitive advantage over its competitors.This case study indicates some of the system used by Amazon.

Teorija in praksa

Volume 6, Issue 2 (XXXXI) International Journal of Advance and Innovative Research

DrVvln Sastry

“To be world’s most customer-centric firm, where customers can discover and find anything they want to purchase online and with the lowermost possible prices” is amazon’s mission and vision statement (Amazon, 2015). Amazon is proud to have taken advantage of the World Wide Web or internet boom as one of the main businesses. The firm has created a global strategy that, when considering technology, has made it a key force. Amazon has accomplished a growing range of services and products while maintaining the well-intentioned customer service that they provide their customers with which they deserve a great deal (Amazon, 2015). In latest months, AWS (Amazon Web Services) has been moving towards the business sector, with services such as its Glacier storage service, Redshift data warehousing product and others being released. But the issue arises: what is the business play of Amazon right now? AWS claims that despite the fact that many companies are not prepared to fully jump into the public cloud, acceptance in the enterprise sector has "accelerated quickly." In latest months, the AWS has created a concerted attempt to concentrate on the company. Whether that's enough in the years to come will surely be a large question to watch! The proposed project analyses and describes the main business strategies of Amazon. The project team assesses and evaluates the suitability of approaches that led to the online business achievement of the Amazon. In addition, review will be conducted using industry assessment, strategic description, the assessment of strategy, strategic problems, and strategic suggestions. The generic options for strategy, environment and strategic capacity assessment that will assist describe the strategy of Amazon in detail with regard to the company’s crucial business elements. Amazon's business strategy for the cloud is also evaluated by the research. Objective of the proposed study Amazon’s Strategic Analysis and its enterprise strategy for the cloud, and the study will be conducted with the help of various strategic analysis tools and techniques that have been taught as a part of AMP at Indian Institute of Management, Lucknow and BSE Institute, Mumbai.

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Table of Contents

The 4ps of amazon's marketing strategy, amazon marketing channel types, amazon's digital marketing strategy, become a digital marketer in 2022, amazon marketing strategy 2024: a case study.

Amazon is the largest online store in the world based on sales and market value. This online business has changed how people all over the world do business. Jeff Bezos started the company in Washington, USA on July 05, 1994. He was the CEO of the company till July 2021. Andy Jassy took over as the President and CEO of Amazon on July 05 2021. 

The first success for Amazon came along very quickly. It began as an online bookstore and kept adding to what it could do. In 1997, the company went public and is now on the NASDAQ in the US. Without help from the press, the company could sell books in 45 countries in less than two months. Amazon is now in more than 200 countries, and its website sells almost everything. Its subsidiaries include Audible, Twitch, IMDb, and Amazon Web Services.

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Amazon looks at the " marketing mix " of a company or brand, which comprises the 4Ps - 

Here is a comprehensive explanation of each factor's function.

Amazon used only to sell books online, but now it sells millions of different products in many categories. Shoes, jewelry, clothes, toys, home and kitchen appliances, electronics, books, the great outdoors, sports, car accessories, and works of art are some of the most popular products. Amazon sells goods from small businesses and shops but promotes its brand , Amazon Basics.

A company can price its products in several different ways. Here are some to remember: 

• Cost-plus pricing 
• Value pricing 
• Competitor pricing 
• Price discrimination

Amazon often uses a pricing strategy called "competitive pricing," in which it looks at the prices of its competitors and bases its prices on those. It helps keep costs low and gives customers a lot of choices.

Amazon also uses the following methods to set prices:

• Promotional pricing
• Behavioral pricing

Amazon can change its products daily because of how it runs its business. This is its best feature, making it hard for other companies to compete with Amazon.

Amazon's online store has grown over the past few years in many parts of the world. Millions of products are now more accessible to customers worldwide to get. Even if you live in a remote part of the world, you can get packages quickly from Amazon. Part of the company's success comes from the fact that it ships fast and has fulfillment hubs.

4. Promotion

When it comes to marketing, Amazon knows how important communication is. It uses a lot of different kinds of advertising to reach people who might buy or use its products. Amazon has a lot of sales and discounts, which is a great way to build its brand. It has regular ads on websites, newspapers, TV, billboards, and social media , among other places. There are also affiliate sites that work with Amazon.

Also Read - What are the 7 Ps of Marketing? Read this article and find out! 

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PPC advertising on Amazon can be put into three groups:

1. Headline Search Ads

If you want to get your brand out there, it's best to use headline search ads. Amazon now has two ways to promote brands, especially during the holiday season:

• Headline Search Ads
• Amazon Stores

Title and Amazon Stores Together, Search Ads can help people know more about your brand and the products you sell. It also builds trust with customers and makes sure that your products are shown in the right way.

By combining Headline Search Ads, Amazon Stores, and Sponsored Products into a single Pay-Per-Click (PPC) marketing campaign, you can easily reach many shoppers in less time.

2. Product Display Ads

Another type of effective PPC ad is a "Product Display Ad," which is placed next to the product or in the "similar items" section on the product page. This kind of ad is only meant to be self-service. It is linked to the ASINs of the products, which gives sellers many options for focusing on different types of customers based on how they act.

3. Sponsored Product Ads

One of the best ways to get more people to see and buy your product is to pay for an advertisement. Sponsored product ads appear on the top when you search for something on Amazon.

Amazon's digital marketing strategy is comprehensive, and they reach the customers through digital marketing. Today, everyone uses social media. Amazon advertises its products on social media, taking advantage of those who use those sites and sending them to their product pages to help them sell more. It has teamed up with several big and small influencers in the country to reach its audience more effectively. It uses Twitter, Instagram, YouTube, Pinterest, and Facebook.

Amazon on Facebook

There are 10 million people who follow Amazon India on Facebook . It primarily uses Facebook to share company news and advertising. It uses strong advertising to get the word out about its Sale Days. It also stays up-to-date by publishing posts on different topics.

Amazon on Instagram

Interviews with artists from different backgrounds and key advertising are the main parts of Amazon's Instagram marketing plan. It has more than 2.8 million Instagram followers. The company's strategies for Instagram and Facebook are very similar, except that it doesn't post updates about company news on either platform. Both platforms have posts from the company that are very similar. 

Amazon on Twitter

Amazon India has a different plan for getting new customers through Twitter. It stays in touch with its followers, using a wide range of content, holding contests to get new customers, and following and creating trends. It is one of the biggest in its field, with two million Twitter followers. Twitter content makes it sound less like advertising and more like personal recommendations. 

Amazon on YouTube

The best thing about Amazon's YouTube ads is that they immediately grab people's attention. Amazon makes sure that its ads are always interesting and valuable. Most of the time, it does this by trying to make the customer feel special. 

Amazon on Pinterest

More than a million people follow Amazon on Pinterest. They use Pinterest to promote their products based on a wide range of themes to grab people's attention.

The way Amazon uses digital marketing is unparalleled. To stay competitive, they should keep making more exciting content and putting it out in the best way possible. Amazon Marketing Strategy gets updated periodically to stay ahead of the curve. Competing in the retail industry is complex, and Amazon's marketing strategy has helped the company stay ahead of the competition.

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Amazon Business Case Study [2024]: In-depth Analysis

How does an online book retailer become a behemoth dominating the global e-commerce industry? The 28-year-old history of Amazon’s growth is a masterclass in building a successful business strategy that has revolutionised the retail experience forever! The company has achieved eponymous status with a global presence and diversified business. No wonder its sales are expected to reach an astounding USD 746.22 billion with a valuation of USD 2 trillion in 2024! From being an online bookseller headquartered in a garage to becoming the second most valuable brand in the world , the saga of this global brand is a case study in all the leading business schools.  

So what is the secret behind the explosive success of Amazon? This article provides a comprehensive case study of Amazon and its winning business strategy. 

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Glimpsing Back: A Brief History of Amazon

With a small team, the budding company made headway in the book-selling market by offering a wide virtual selection of books compared to brick-and-mortar stores with doorstep delivery. With a user-friendly interface, easy-to-search engine, and focus on creating a ‘virtual community,’ the business grew by leaps and bounds. The emphasis on customer choice, experience, and convenience serves the company well even today. 

The name was aspirational with a nod to the largest river in the world- Bezos’ Amazon sought to be the largest e-commerce bookseller in the world. By July 1995, Amazon was marketing itself as the “Earth’s Biggest Bookstore,” selling over one million titles to all 50 states in the US and across 45 countries . It provided stiff competition to brick-and-mortar giants like Barnes and Noble and Borders. 

The company went public with its IPO in 1997 ; since then, there has been no looking back. Since its listing, the company has significantly diversified its offering by including music, electronics, toys, kitchen utensils, clothes, and more on its e-commerce site. From the Earth’s Biggest Bookstore, Amazon shifted its tagline to “Books, Music and More.” The company expanded to Germany and the United Kingdom by purchasing online bookstores, thus increasing its revenue. At its core, the company established a dynamic, efficient, and successful distribution and logistical model that helped capture a global market.

The year 1999 marked two critical moments for Amazon. First, the company patents the “1-Click” technology allowing users to purchase a product with one click. Second, it launches the 3rd party seller marketplace to allow third-party sellers to sell their produce through Amazon. These measures exponentially increased the sales on the platform. The company’s success put Bezos on the map as he received the prestigious accolade of the “Time’s Person of the Year” in 1999 at 35 years of age. 

The company survived the dot-com bubble burst and got only stronger. In 2003, the company took a momentous step by launching Amazon Web Services , a web-hosting business, that marked its arrival into the tech business. It provides cloud computing services to individual developers, companies, and governments through the platform’s IT infrastructure. The strategic shift from an e-commerce platform to a tech company was instrumental in Amazon’s diversification strategy and revenue generation. 

The company took further measures to develop brand loyalty through its Amazon Prime program in 2005. Prime membership has since expanded its services significantly and is one of the most valuable assets for the company today. It reshaped consumer expectations and experiences of shopping across the world. 

Amazon has been on a path of extensive acquisition and alliance . From the online shoe retailer Zappos to the robotics company Kiva Systems and the grocery delivery service Whole Foods- each acquisition captured pre-existing markets and distribution networks of the acquired assets. With every move, the company strategically entered new markets, removed competitive businesses by acquiring them, made distribution and logistics more efficient, and improved consumer experience. These moves catapulted the company to a 1 trillion dollar valuation in 2018. The company’s profits surged during the pandemic as Bezos’ hourly wealth increased by USD 11.7 million . The following year, Bezos stepped down as the CEO and found his replacement in Andy Jassy, the CEO of Amazon Web Services.

Now that we know the history of Amazon, its business strategy becomes easier to decipher. Before we unravel its key business strategies, let’s look at its many businesses. 

Amazon and its Diversified Business Model

A case study of Amazon is incomplete without an understanding of the many businesses that it has a foot in. Here are the diverse businesses that help Amazon generate revenues from multiple streams and have made it a leader in the global market. 

Online retail store

Amazon began as an online seller of books, and it continues its operations as an e-commerce site. Today the site offers a variety of products for the best prices to the consumer’s doorsteps. With an easy-to-use interface, easy return policy, “1-Click” buying, customer reviews, and suggestions, the e-commerce site knits an unrivalled retail experience. 

Amazon Marketplace

Amazon opened its platform to third-party sellers who could leverage its large customer base to sell products. It brings a diversity of products to the retailer without holding inventory. Amazon would, in turn, charge the sellers a percentage of their revenue as a commission fee. It is estimated that third-party sellers generate a gross merchandise value (GMV) of USD 300 billion for the platform.

Amazon Web Services (AWS)

Amazon’s cloud platform offers individual developers, start-ups, established businesses, and governments a range of cloud computing services through its IT infrastructure. It is the fastest-growing business segment for the brand clocking a global net revenue of USD 80.1 billion in 2022. 

Amazon Prime

Amazon’s member subscription service offers numerous membership benefits ranging from access to digital video and music streaming, audiobook and ebook platforms, free delivery, exclusive deals, Prime Day access, and much more. The company’s global net revenue from its subscription services stood at USD 35.22 billion in 2022. 

Amazon revealed in 2022 that the advertising wing of the company had generated a revenue of USD 31.2 billion the preceding year. The company offers custom advertising solutions to customers and campaign placements across multiple channels like Fire TV placements, Amazon physical stores, the brand’s homepage, and customised destination pages.

Physical stores

Amazon made an entry into the brick-and-mortar business with the establishment of a physical bookstore in Seattle in 2015. The company has since expanded its physical presence with Amazon Go, Amazon Fresh, Amazon Go Grocery, Whole Foods Market, and Amazon Style. It has sought to transform the real-world shopping experience with its “Just Walk Out Shopping’ experience. 

Breaking Down Amazon’s Business Strategy

Amazon’s business strategy has been innovative and forward-thinking from the get-go. Its path-breaking business model has inspired many but retains its uniqueness in execution. At its core, the company has maintained its customer-centric ethos, where its customers comprise three sets: retail customers, seller customers, and developer customers.   

For a comprehensive case study of Amazon , let’s take a closer look at the secret recipe behind its success.

Customer Obsession

The company proudly proclaims that it aims to be the “Earth’s most customer-centric company.” Since its inception, Amazon has won over the trust and loyalty of its customers by perfecting its marketing mix by offering “a comprehensive selection of products, low prices, fast and free delivery, easy-to-use functionality, and timely customer service.”   As Amazon’s customer base and usage expands exponentially, the company has worked towards optimising user experience through continuous assessment and feedback mechanisms.

Diversification

Amazon has kept up with the emerging demands of the market with growth potential in the long term. Its future-oriented vision has helped the company grow by leaps and bounds by venturing into new businesses that have added to its revenue streams. From cloud computing services to OTT services and subscription-based benefits, Amazon has reinvented what a diversified business looks like. 

Expansion through partnerships and acquisitions

Amazon has continually acquired and partnered with businesses to expand its customer base, enter new markets, diversify its product offerings, eliminate competition, and gain distribution and logistical networks. From IMDB and The Washington Post to Twitch and Pillpack, Amazon has bought companies across multiple categories to gain a foothold in their markets and operations. It has helped the company scale up its functions rapidly across the globe.

Technologically-driven innovations

Initially, Amazon was written off as it was started by “computer guys” who knew nothing about selling books. However, it was a focus on innovative technology that the company grew into a tech giant dominating the e-commerce space. Whether it is the 1-Click technology, SEO, user interface, cloud computing services, Just Walk Out technology, or its e-devices, the company has optimised customer experience by leveraging technology.

Data-based metrics

Amazon has consistently relied on metrics to assess, strategise, and grow its business. Data is an invaluable currency left behind with every click by the customer. The company has effectively and efficiently amassed these data into actionable insights to improve user experience, build and improve products and services, and develop successful marketing strategies. 

Marketing strategy

A comprehensive marketing strategy has been central to Amazon’s brand-building exercise. With the right marketing mix, the brand has become a household name. Its name and logo are recognisable anywhere in the world. A continual push to diversify its portfolio, competitive pricing policy, expanding its operations, and consistent promotions through multiple channels have been integral to achieving this global status. 

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Amazon, the second-most valuable company in the world, has been almost three decades in the making. Every step and misstep has been strategic and guided by the principles of: “customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking.” This case study of Amazon has sought to highlight its history, business model, and business strategies that have gone into the making of the behemoth. Ultimately, the company is a product of the management of Jeff Bezos and Amazon’s leadership. 

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Frequently Asked Questions (FAQs)

Jeff Bezos has held the position of Founder and CEO of the company. However, he inherited the position of the Executive Chairman of Amazon after resigning as the CEO of the company in 2021.

Amazon launched in India in June 2013. Initially starting its operations to serve Indians with books, films, TV shows and subscription-based services, the company further expanded its wings to become one of the leading shopping destinations for Indians.

The most important focal point of Amazon’s business strategy is its customers (retail customers, sellers, and developers) and building a customer-centric company.

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Amazon Shopper Panel: Paying Customers for Their Data

By: Eva Ascarza, Ayelet Israeli

This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues…

• Length: 8 page(s)
• Publication Date: Jan 7, 2021
• Discipline: Marketing
• Product #: 521058-PDF-ENG

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This case introduces a new Amazon program that has consumers upload their receipts from transactions outside of Amazon, in exchange for money. Through the discussion, the case aims to explore issues in customers' privacy in the digital age, the value of customers' own data, and the change in regulations aimed to protect consumers that move companies from using third party data to first party data. In addition, the case offers an opportunity to discuss the power dynamics of online giants such as Amazon, Google, and Facebook.

Learning Objectives

This case aims to familiarize students with methods for customer data collection, how customer data is used for marketing purchases, and current trends on data privacy and the regulatory environment. The case focuses on the launch of a particular data program (the Amazon Shopper Panel) whereby Amazon would pay its own customers for information about their purchases in other retailers. The case facilitates a deep discussion about the broader picture of value of customer data, not only covering how companies benefit from data, but also discussing how firms can responsibly manage customer data and how they should prepare to regulatory changes affecting the storage of customer data and the use of cookies to identify users.

Jan 7, 2021 (Revised: May 3, 2021)

Discipline:

Geographies:

United States

Industries:

E-commerce industry, Marketing industry, Retail trade

Harvard Business School

521058-PDF-ENG

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Case Study: Amazon’s Digital Marketing Strategies [Download PDF]

• May 16, 2024

Table of Contents

It all started with a single book. In the early days of the internet, Amazon was nothing more than an online bookstore. But Jeff Bezos, the company’s founder, had a vision for something much bigger. He wanted Amazon to be the everything store, a one-stop shop for anything and everything people might want.

To make this vision a reality, Amazon needed to expand into new markets. In the late 1990s, it focused on India.

At first, Amazon’s entry into the Indian market was met with scepticism. Many people were sceptical of the company’s ability to succeed in a country with such a large and diverse population . Amazon has proved all the sceptics wrong by succeeding in India and becoming one of the country’s leading e-commerce companies. 

About Amazon

Amazon was founded in 1994 by Jeff Bezos . The company started as an online bookstore and has since expanded to sell various items, including electronics, furniture, apparel, and food.

Amazon has become one of the largest retailers in the world, with sales totalling over $100 billion in 2015. The company has also been diversifying its business with ventures into cloud computing, streaming video, and artificial intelligence.

Andrew R. Jassy, an American business entrepreneur born January 13, 1968, has served as Amazon’s president and CEO since 2021.

From 2003 to 2021, he served as senior vice president and CEO of Amazon Web Services. Jeff Bezos chose him during the fourth quarter of 2020 when Bezos assumed the executive chairman role.

Why Should Digital Marketers Study Amazon’s Digital Marketing Strategies? 

Amazon’s digital marketing strategies have played a big role in the company’s success in India.

One of the key elements of Amazon’s digital marketing case study is its focus on customer experience. Amazon has always been focused on providing the best possible customer experience, and this is evident in the company’s Indian operations.

Amazon has invested heavily in infrastructure and logistics in order to ensure that its customers receive their orders on time and in good condition. The company has also developed a strong customer service operation in India, which has helped it build a loyal customer base.

Another important aspect of Amazon’s digital marketing strategies is its use of data. Amazon has a huge database of customer data that it can use to segment its audience and create targeted marketing campaigns . This data allows them to personalize their marketing messages and offer products that are relevant to their customers. Amazon also uses data to optimize its website and ensure that its customers have a positive experience. 

Amazon Logo

Amazon has evolved greatly over the years, and its logo perfectly reflects that journey. From a small online retailer to one of the world’s largest businesses, Amazon has made its mark in nearly every sector of the market.

The logo itself shows the development of Amazon’s marketing strategies. See if your design can keep up with the world’s largest retailer!

Amazon’s Digital Marketing Strategies 2024

Amazon is always testing and tweaking its strategies to ensure that it is providing the best possible experience for its customers. To satisfy its customers and fulfil all their demands, Amazon always comes up with great marketing strategies.

And, to give customers easy access, Amazon designed a fully SEO-optimized website that is accepted by its millions of customers.

Below, we have discussed the different digital marketing strategies they employ that marketers can learn from.

Amazon’s Social Media Marketing Strategies & Case Study

Amazon uses social media activities to promote their products, generate brand awareness and connect with their audience. Let’s discuss Amazon’s strategies on each of these platforms. 

Amazon’s Instagram Marketing Strategies

Amazon India’s Instagram page (amazondotin) has over 2.2 million followers as of November 2022; it is growing rapidly day by day. Their content on Instagram is notably tailored to the page and makes posts that are focused on visuals and engagement. 

Most of their posts are engagement-focused. For instance, in this post below, Amazon urges its followers to screenshot an outfit, which encourages customers to spend more time on the respective post. 

View this post on Instagram A post shared by Amazon India (@amazondotin)

Next, you’ll also notice many product-based posts that update their customers with different and ongoing offers. This generates sales for their brand and creates urgency. 

The third type of post that you can find on Amazon’s Instagram page is collaborations with influencers. 

View this post on Instagram A post shared by Amazon Alexa (@amazonalexaindia)

Amazon’s Facebook Marketing Strategies

Amazon’s main Facebook account has over 1 million followers and is mostly used to sell products, highlight offers, run competitions, publish community content, and communicate noteworthy posts. These are frequently optimised to coincide with key events and holidays, giving clients attractive and valuable content.

Amazon’s Facebook strategy is commendable. It responds to a remarkable number of comments posted on its posts—and it does so fast and politely. It provides important information and connections and adds a human touch by addressing commenters by their first name. The Amazon employee also signs off on each comment using their first name.

More in the Amazon Case Study PDF below .

Amazon Case Study- Facebook Stas

Amazon India’s Facebook progress graph shows how people have talked about Amazon offers on Facebook over the past year.

Amazon’s Twitter Marketing Strategies

Amazon knows how to do Twitter marketing right and holds over 2.4 2.4million followers on the platform.

Here are 3 key strategies they use to drive results using Twitter marketing.

• They use Twitter ads to reach new audiences
• They create engaging content that resonates with their target audience
• They use Twitter Analytics to track their results and optimize their campaigns

Amazon never misses any updates to go on their Twitter handle & create a buzz.

Amazon’s Email Marketing Strategies

We receive emails from Amazon praising us for signup in the welcome mail, for our purchase, shipping of the product, delivery confirmation, asking for a product review, and even providing a discount if we provide our email address. This is known as email marketing .

Amazon’s email marketing strategy is straightforward it sends customized product recommendation emails to customers based on factors such as purchase history, past order value, location, age, gender, and on-site browsing.

Amazon’s Youtube Marketing Strategies

Did you know that Amazon is the second largest advertiser on YouTube? Amazon has been using YouTube as a marketing platform for a while, and it has worked great for them. If you’re looking for some Amazon inspiration, look no further than their YouTube channel.

They launch various campaign videos on the platform in collaboration with various influencers.

The YouTube analytical data for Amazon clearly shows their YouTube marketing strategy and the rise in the number of video views of the channel. They gain a good number of subscribers every month. Amazon has more than 1.44 million YouTube subscribers as of November 2022, which is exponentially growing.

Amazon’s SEO Strategies

Amazon has a highly functional website which has a high domain authority of 92. They are ranked “amazing” in all four website factors taken into consideration by Amazon, which are organic keywords (14,009,442), organic monthly traffic (412,258,825), domain authority (92) , and backlinks (157,932,667) . 

www.amazon.in

Mobile Marketing

The amazon apps are available across all major platforms, including iOS, Android, and Windows Phone .

They have every 10 million Android installs with a 4.1 rating , increasing the number of app-specific offers to boost app popularity. They also ensure ongoing updates on their existing apps.

Amazon’s Target Audience

Amazon’s target audience includes people of all income levels, including students and professionals, singles and families, and low—to high-income individuals.

Amazon offers everything you could ask for, from electronics to clothing to home goods. Students can find textbooks for their classes and the latest in technological accessories.

Professionals can find anything from business clothes to home office supplies and furniture. Singles and families can find outfits for both work and play and home goods to furnish a new apartment or to spruce up an old one. Amazon has something for all people.

It is also worth noting that Amazon sells to people living in rural areas, an often overlooked segment.

Amazon’s Top Digital Marketing Campaigns 

1. the great indian shopping festival .

Every year, Amazon hosts the great Indian shopping festival, reaches new openings, and hits new records. In fact, according to a report by Live Mint , Amazon increased their sales by 8x during the festival in 2020! 

‘Ab India ki khushiyon ke beech budget nahi aayega!’ claims Amazon India. (Your happiness will no longer be limited by your budget.) The organisation goes above and beyond to entice everyone to its offerings and facilities.

Amazon India’s main film created for the event depicts the same tale of an Indian Parivar- how they prepare to purchase clothes, jewellery, and more without being restricted to any pre-equipped budget through Amazon.

Amazon’s digital advertising strategy encompassed all of the major platforms, including Facebook, YouTube, Instagram, and Twitter. The hype began two weeks before the shopping festival with teaser advertising, progressing to announcing actual dates, highlighting particular bargains, and then adding celebrities like Govinda, Karisma Kapoor, and The Dancing Uncle to increase customer interest.

2. #AurDikhao

The very successful Aur Dikhao campaign debuted in 2015, emphasizing the wide range of products available on Amazon. The colloquial expression ‘AurDikhao,’ which accurately portrays India’s collective enthusiasm for diversity in shopping, was well received by the crowd.

To this day, the primary source of information for Indians is word of mouth from friends and relatives.

The new ad features a delightful interaction between family members while making an online purchase, as well as how one person may assist the other in locating the correct product and payment choice.

The campaign communicates the several benefits that Indian consumers want when buying, such as a wide range of brands, various ways of payment, and the simplicity of easy returns.

3. #DeliverThanks – A UGC campaign

User-generated campaigns are among the most effective digital marketing campaigns. If successful, they can do wonders for your brand.

Amazon India introduced the second edition of its digital campaign, ‘#DeliverThanks,’ which encourages consumers to convey messages of happiness and appreciation for its frontline staff who assure safe and timely delivery of their ‘Khushiyon ke dibbe.’ 

The ad aims to acknowledge the efforts of tens of thousands of associates across Amazon’s Operations Network. They work tirelessly to guarantee that customers’ holiday shopping arrives safely and on schedule every time.

The second edition of #DeliverThanks encourages customers to get creative and leave a ‘Thank You’ letter or poster on their doorstep for delivery workers, who will be thrilled and grateful when they arrive at the customer’s house for delivery. They also encouraged users to share the thank you note on their social media platforms.

Conclusion 

As you can see, Amazon has a website to promote its items and brands. Do you want to make equally successful plans? Enrol in Digital Scholar’s online digital marketing course to learn how to create effective digital marketing strategies for your business.

Enrolling in this course is a wonderful choice if you want to learn everything about digital marketing and how to utilize it for your business.

If you are really willing to build your company’s online reputation, now is an excellent time to begin an online digital marketing program!

Which Amazon marketing campaign do you prefer? Fill out the form below with your feedback.

Written By Digital Scholar

Digital Scholar is a premier agency-styled digital marketing institute in India. Which offers an online digital marketing course and a free digital marketing course worldwide to elevate their digital skills and become industry experts. Digital Scholar is headed by Sorav Jain and co-founder Rishi Jain, who are pioneers in the field of digital marketing. Digital Scholar’s blogs touch upon numerous aspects of digital marketing and help you get intensive ideas of different domains of digital marketing.

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