Topic: Global Marketing and Branding

Company: Amazon

Submitted by: Group 03, Section: H

NAME SEAT NO ENROLLMENT NO

Simran Singh 29 21BSPHH01C1224
Hemant Kawalkar 30 21BSPHH01C1732
Shivang Bhardwaj 46 21BSPHH01C1152
Simran 47 21BSPHH01C1222
Medha Nand 49 21BSPHH01C0658
Anand Kumar Mishra 50 21BSPHH01C0108
Srijan Jaiswal 54 21BSPHH01C1796
Vaibhav Garg 68 21BSPHH01C1421

Submitted To – Prof. Madhavi Garikaparthi

 ACKNOWLEDGEMENT

On this great occasion of accomplishment of our MM project on Global

Marketing & Branding for Amazon, we would like to sincerely express our
gratitude to Prof. Madhavi Garikaparthi, who has supported us throughout the
completion of the project, without her guidance and feedback it would not be
possible to complete this project report.

We are also thankful to our institute IBS Hyderabad for providing all the
required facilities which led to the successful completion of this project.

Finally, as part of one group, we team members, would like to appreciate each
other for the support and coordination, we hope we will achieve more in our
future endeavors.

Group Number: 03

Section: H

Batch: MBA 2021-23

 Contents

Topic Page Number

Valuation of Brand 1-2

Marketing Strategies 2-3
Financial Analysis 3-6
Reason for year on year growth 6-7
Popular Ad Campaigns 7-8
Changes in visual identity 8-9
Digital marketing tools 9-10
Amazon on social media 11-12
Consumer’s Perception 13
Competitors and their position 14-15
Conclusion 16
References 17
 VALUATION OF BRAND

Amazon estimates that by 2025, its investment will enable $10 billion in cumulative Indian
exports. According to the World Bank's broader vision for South Asia, "more use of e-
commerce by consumers and businesses in South Asia might possibly help raise
competitiveness and firm productivity, as well as stimulate diversification of production and
exports.
Amazon spent $35.93 billion on research and development, which is included under
"technology and content" in the financial statement (12.8 percent of net sales). Cloud
computing, voice-based virtual assistants, cashless Go shops, drone delivery, robotic
warehouses, fraud detection, and cyber security are all dependent on advanced technologies
like AI, machine learning, and computer vision.
According to amazon the technological advancements, such as faster and lower-cost
processing power, wireless connectivity advancements, and practical applications of artificial
intelligence and machine learning, will continue to improve the consumer experience on the
Internet and increase its ubiquity in people's lives, the 10K report states. Amazon has set up a
number of research labs to concentrate on these topics. It received 2,427 patents in the same
year, up 19% from the previous year.

Picture Source: https://brandirectory.com/brands/amazon/

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 Picture Source: https://brandirectory.com/brands/amazon/

MARKETING STRATEGIES

Amazon.com Inc. employs a potent marketing mix to attract customers to its e-commerce
website. The marketing mix (sometimes known as the 4Ps) is a combination of approaches and
tactics used to carry out a marketing plan.

AMERICA:

Amazon, like many other online retailers, competes in dozens of overseas countries, but the
'Amazon Effect' is significantly bigger in the United States than anywhere else. There's a solid
reason for this: traditional retail in America is enormously overserved.
Amazon has more than 75 fulfilment centres and 110 operational facilities in North America. In
North America, Amazon has over 125,000 employees operating in fulfilment centres. In
addition, the e-commerce behemoth operates 465 whole foods market shops in North America
and seven worldwide. The purchase of the whole foods market has allowed it to expand its
physical footprint across the United States.

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UNITED KINGDOM:

As of the most recent data from Statista, there are 77 Amazon distribution centres in Europe,
with 21 of them in the United Kingdom. Dunfermline, Scotland, is home to the UK's largest
Amazon warehouse, which spans 1 million square feet. This Amazon Fulfillment Centre, which
is the size of 14 football fields and employs over 1000 permanent staff, has been one of the
largest warehouses in the UK.
Every online business or marketplace needs to offer quick shipment. Amazon has built a suitable
working paradigm that allows them to work as efficiently as possible. As a result, Amazon FBA,
also known as Fulfillment by Amazon, is becoming more popular among Amazon UK top
sellers, with adoption increasing by more than 10% between 2017 and 2018.

GERMANY:

Amazon is classified as a "generalist" since it not only sells a wide range of consumer goods but
also increases its service portfolio on a regular basis. Nevertheless, if Amazon's most modern
venture, Handmade at Amazon, is a legitimate brand expansion or rather ridiculous brand
stretching is a point of contention. The retail behemoth is vying for a piece of the handcrafted
goods market, positioning itself alongside the successful German brand Dawanda and its
American equivalent Etsy in Germany.
As a digital business, online presence and traffic generating are unquestionably important for
marketing success. Amazon's affiliate network, Amazon PartnerNet, aims to increase sales by
enlisting the help of third parties (with a larger reach) who connect to Amazon products. Local
celebrity endorsements are increasingly being used to successfully market Amazon's most
potential revenue stream, Amazon Video Direct. Amazon even staged free open-air theatres in
Germany to bolster its dominance in the streaming business.
According to the elements of the Expanded Model of the Marketing Process, Amazon has not
only perfectly adapted its operations and marketing activities to the German micro and macro
environment but has also managed to produce significant consumer value. Amazon has a
substantial competitive advantage because of its global strategy (for example, price
standardization and variation in Germany) and major focus on building long-term customer
relationships by providing higher value.

FINANCIAL ANALYSIS

According to Amazon's latest financial reports, the company's current revenue is $457.96 B. with
an enormous workforce of over 1,271,000 employees. As the market leader in Internet trade,
Amazon has the world's largest selection of books, CDs, and videos.
The revenue is the total amount of income that a company generates by the sale of goods or
services it is the fifth most valuable after Google.

The sum of all assets on a company's balance sheet is known as total assets.
1. Amazon's total assets in 2020 were $321.195 billion, up 42.6 percent from the previous year.

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The entire value of all potential claims against the firm is known as total liabilities.
1. Amazon’s total liabilities for the year ending September 30, 2021, were $261.842B, a 31.31%
increase from 2019
The current ratio for the year ending 2021 was 1.12 this means that Amazon has $1.12 for every
1$ of current liability thus it’s in a very good state of clearing out its short-term obligations
The debt/equity ratio is the measure of a company's financial leverage by dividing its long-term
debt by total shareholders’ equity. Amazon debt/equity for the year ending 2021 was 0.42. Thus
we can say that Amazon is in a really good position. A ratio of less than 1 means the assets are
mainly financed through equity. A lower debt to equity ratio means the company mainly relies
on purely-owned funds to leverage its financial capital

Amazon annual net income history and growth rate from 2006 to 2021.

Image source: https://www.macrotrends.net/stocks/charts/AMZN/amazon/net-income

The profit a company earns after deducting the variable costs directly associated with creating
and selling its products and delivering its services is known as gross profit.
• Amazon's gross profit for the year ended September 30, 2021 was $189.172 billion, up 35.17
percent from the previous year.
• Amazon's yearly gross profit for 2020 was $152.757 billion, a 32.85% increase over 2019.
• Amazon’s annual gross profit for 2019 was $114.986B, a 22.68% increase from 2018.
• Amazon’s annual gross profit for 2018 was $93.731B, a 42.16% increase from 2017.

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FINANCIAL RANKINGS

Let’s have a look at some of the amazon’s financial rankings for the year 2022

Image source: https://companiesmarketcap.com/amazon/marketcap/

With a market cap of $1.648T amazon ranks 5th Whereas its closest competitor Walmart stood
20th with a cap of $401.90 B since 2015 amazon has had a steady growth in market cap but 2022
witnessed the first decline in 7 years where it dropped by approx. -5% from its preceding $1.753
T in 2021

Image source: https://companiesmarketcap.com/amazon/marketcap/

Like other e-commerce firms, Amazon had to contend with difficult year-over-year comparisons
to 2020, when the coronavirus pandemic prompted a surge in internet orders. To avoid being
exposed to the virus, customers avoided going to physical stores and instead turned to internet
retailers for everything from toilet paper and face masks to office furniture and dumbbells. The
transition to online shopping improved Amazon's, eBay's, Etsy's, Wayfair's, and other
companies' sales, boosting their growth rates and stock prices.
As more Americans received Covid-19 vaccinations in the spring of 2021, shoppers began

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returning to stores and shifting some of their spending to pre-pandemic activities like travel and
dining out. Despite the fact that online buying remained strong, Amazon's outstanding year-over-
year growth rates started to diminish.

REASON FOR YEAR ON YEAR GROWTH

2010 — More Kindle hardware and software were released. Amazon Studios was founded to
create original television episodes, films, and comic books, in part using crowdsourcing. 2010 —
More Kindle hardware and software were released. Amazon Studios was founded to create
original television episodes, films, and comic books, in part using crowdsourcing.

2011 — More e-books were sold than print books. Amazon Local has been added for local
bargains, as well as a Kindle lending library for Prime members. The Kindle Fire tablet makes its
debut.

2012 - Avalon Books was purchased to expand the company's publishing capabilities. Book
rentals have begun.

2013 – Started providing Amazon Art logic services to other websites. Its first Black Friday-
deals store opened.

2014 - Introduced the Fire TV device, which allows users to connect streaming services to their
TVs, as well as Prime Music, a marketplace for 3D printed objects, and the Fire Phone. Jeff
Bezos purchased the Washington Post.

2015 - Woody Allen was hired to make his first TV series. Started making movies for theatres.
In some places, one-hour delivery from local stores was implemented.

2016 - Amazon is currently the world's largest ecommerce corporation, with more than 500
million SKUs in the United States alone, accounting for 53 percent of the country's ecommerce
growth. Amazon has made the first drone delivery in the United Kingdom. Amazon is the
starting point for 55% of online product searches. BigCommerce has launched native
connectivity with Amazon, making it easier for small businesses to sell on Amazon while
keeping their own store.

2017 - In 2017, Amazon paid $13.4 billion buying all 471 Whole Foods shops. Since then,
Amazon has merged the two companies' distribution systems and offered discounts for both
stores' loyalty members. Amazon unveiled the Echo Spot, an Alexa-enabled alarm clock, as well
as the Echo Plus, a smart home hub. Amazon staged another hardware event only last month,
increasing its assault on both the traditional appliance industry and the smart home market at the
same time.

2018 - In September of 2018, Amazon surpassed the $1 trillion valuation mark. Amazon is only

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the second business in history to reach that milestone (Apple did so just months before), but it
hasn't stayed beyond $1 trillion on a consistent basis. Nonetheless, it's been fluctuating around
the 13-digit threshold since then. Amazon announced the $750 million purchase of PillPack, an
online pharmacy. PillPack is a full-service pharmacy that offers a variety of services. All major
pharmacy benefit managers, such as CVS Caremark, Express Scripts, Optum Rx, Prime
Therapeutics, Humana Pharmacy Solutions, Cigna, Aetna, MedImpact, EnvisionRx, and
CastiaRX, have an in-network pharmacy. Prescription drug sales in the United States were
predicted to be $476.2 billion in 2018

2019 - In Hyderabad, Amazon opened its world's largest campus.

2020 - Amazon will invest $1 billion in India's SMBs to help them become more digital.
Amazon India has also stated that by 2025, it will have 10,000 electric vehicles in its delivery
fleet.

2021 - Amazon Business polled 250 B2B customers and 250 B2B sellers in the United States
who hold major procurement responsibilities in the government, education, healthcare, and
commercial industries to understand more about the rapid expansion of B2B e-procurement in
recent years. As they continue their digital transformation journey in 2021 and beyond, this
research provides practical information for corporate decision-makers on both the buying and
selling sides.

POPULAR AD CAMPAIGNS

The ecommerce behemoth contributes for approximately 2% of worldwide ad spending. Amazon

became the "biggest advertiser in the planet" in 2020, after reporting yearly advertising expenses
of $11 billion, a 34 percent rise, or $2.8 billion, year on year. Amazon accounts for around 2% of
total worldwide ad spend.
According to company reports, it has almost doubled its ad spending in a decade, from $593
million in 2009 to $3.3 billion in 2014 and $11 billion in 2019.
Some of its popular ad campaigns are discussed below:
Amazon Go ad campaign in US: Amazon Go is an ideal shopping environment for promiscuous
consumers since it allows them to feel freer to browse and contemplate things without having to
wait in long queues at the checkout. The advertisement shows how Amazon utilizes its
algorithms to link buyers to products they might not have encountered otherwise, such as
through push offers to the app or in-store placement. A sense of independence and freedom of
choice is also portrayed in the ad to appeal to the promiscuous buyers. The main idea put forward
by the campaign was, even if the grocery store worker isn't following the customer throughout
the store, the idea of being entirely free puts the customer in a different frame of mind than
they've ever experienced in regular grocery shopping and the idea of avoiding long queues is one
of its seamless shopping experiences that amazes the customers.
“Speed of shopping app” awareness ad campaign in UK: Amazon launched a campaign in the
United Kingdom in 2015 to promote the quickness of its shopping app, in addition to the well-
received Prime advertisements.
Using the slogan 'Thought it. Bought It', the creative from Lucky Generals, has the same tone as

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its Prime advertisements.
In one of its advertisement it shows, a lady practicing yoga spots a guy slumped over on the mat
and is reminded of a roast turkey before the ad cuts to her using a meat thermometer she
purchased through the app.
In another advertisement it shows, a waitress notices a diner's hooped earrings and immediately
thinks of curtain rings before the video transitions to show she purchased them using the app.
The ad tries to convey the app's quickness and spontaneity, as well as how it may assist
consumers in noticing ordinary things and being reminded of goods they wish to purchase.
“Apni Dukaan” ad campaign in India: Through their brand campaign 'Apni Dukaan,' Amazon
has addressed the problem of consumers who are hesitant to make any form of online
transaction. The campaign shows how Amazon may be the solution in such situations.

The ad, created by Orchard India, uses familiar slice-of-life scenarios to emphasize on major
Amazon services like as one-day shipping, quick returns, and Cash on Delivery (COD). The
brand debuted its 'Ek Bar Amazon' campaign and try 'Toh Kar...Ho kar Befikar,' which was
created along similar lines. The 360-degree campaign contains a catchy melody to attract
people's attention, put a song on their lips, and have them declare that buying on Amazon is like
shopping in 'Apni Dukaan.'

CHANGES IN VISUAL IDENTITY

Change in name: Bezos first formed the firm in Washington state as Cadabra, Inc. on July 5,
1994. Within a few months, the name was changed to Amazon.com, Inc. by Bezos, after a
lawyer misheard the company's previous name as "cadaver" which means dead body. Bezos
discovered the term "Amazon" while browsing the "A" section of the dictionary, which seemed
appropriate given that it was the world's longest river and he was constructing the world's largest
bookshop which then led to diversification into other business areas.

App logo change: Amazon rapidly altered its primary shopping app logo after critics said the
current update resembled Adolf Hitler. The logo, which was introduced in January 2021,
displays a strip of blue tape over an Amazon "smile" logo.
However, some onlookers believed it resembled the Nazi dictator's moustache.
Following user input, the technological behemoth has modified the design to a folded blue tape.

Picture Source: https://www.bbc.com/news/technology-56266514

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Logo change for Amazon Prime: In 2018, Amazon secretly altered the logos for all of its Prime
services, removing the name Amazon from it. Prime is now a stand-alone brand. It represents
that Amazon is in a plan for expansion of Prime outside the Amazon-branded environment, as it
expands into Whole Foods stores and elsewhere.

Picture Source: Business Insider

DIGITAL MARKETING TOOLS

One of the most important factors in Amazon's success has been digital marketing. For the past
26 years, the firm's tagline has been "Earth's most customer-centric company," which meant
delivering and providing services that allowed customers to locate everything they wanted
online. Amazon has used a range of techniques, including the following:

1. Customer’s Review

One of the fundamentals of digital marketing services has been Amazon's customer review
service. A user may come across reviews while browsing the Amazon website, both before and
after making a purchase. A customer can rate, write reviews, and upload a picture of the product
based on their experience. Amazon also provides community moderation by encouraging
customers to vote with the option "Helpful" on the significance and utility of other customers'
reviews, and consumers can also ask a direct question about the product.

2. Discounts and Free shipping

The free shipping method aids in increasing the customer's purchasing limit. However, if it is
applicable on orders over 1000 rupees, the customer will try to reach that amount by increasing
the basket size to avoid additional charges. Because Amazon offers multiple discounts on various
products that are not available in offline stores, more customers are drawn to purchase offline.

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3. Customer interactions

Every e-commerce company now notifies customers of order confirmation, estimated delivery
dates, shipment, and delivery notification. Most importantly, Amazon was laying the
groundwork for other e-commerce companies at the time. Amazon, for example, received an
index score of 88 in the American customer satisfaction index. And it was the highest customer
satisfaction rating ever for any online or offline services industry.

4. Creative Marketing campaigns

A company promotes its product on online platforms using Digital Marketing Campaigns. It
helps them make more sales and raises brand awareness. Email, social media, Google AdWords,
and other digital platforms are used for Digital Marketing campaigns. Some of the successful
campaigns in India are as follows:
• #AurDikhao
• #DiwaliOnAmazon
• #EkBarAmazonTryTohKar

Amazon, like Google, uses the A9 algorithm to rank products in its search results. It also has a
lot in common with Google's search algorithm. The only difference is that A9 is only concerned
with sales conversions and is not as mature as Google's search engine. When creating an
individual product listing, it is critical to use relevant keywords. Keywords are one of the most
important factors that search engines use to determine relevance in search queries. It eventually
aids in assigning higher rankings to the most pertinent pages.
By the end of 2025, Amazon intends to sell $10 billion in "Made in India" goods worldwide.
This strategy will provide Indian sellers with access to millions of customers in more than 180
countries. Furthermore, Amazon announced a $1 billion investment in digitizing SMEs.
Following the completion of this initiative, a large number of traders will be able to sell their
products to a large audience both in India and around the world.

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 AMAZON ON SOCIAL MEDIA

• FACEBOOK
Amazon's Facebook page currently has over 28.7 million likes. It's an astonishing figure, but a
brief scan through its news feed reveals why it's so popular. Amazon answers to a vast number of
comments submitted on its postings - and it does so fast, respectfully, gives essential information
and connections, and adds a personal touch by addressing commenters by their first names, with
Amazon staff also signing off each remark with their first name. For e.g.

Image source: Amazon's Social Media Marketing Strategy to Inspire Buyers (wbresearch.com)

Customers with Facebook-connected accounts will see product reviews written by their
Facebook connections, as well as products their Facebook connections have added to their
Amazon Wish Lists, in keeping with Amazon's social media operations have a social aspect to
them (so you know what you can buy them for their next birthday - directly from Amazon, of
course).
Amazon promotes products on Facebook and offers date-specific coupons and discounts to drive
purchases. When Mother's Day approaches, the Facebook page becomes flooded with gift ideas
and discount coupons to buy them - followers who were already planning to buy a gift online
have no need to look elsewhere.

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• TWITTER
Amazon's Twitter strategy is now less focused on promotions than it formerly was, and now
focuses on directing its 2.7 million followers to Amazon's other services, such as Prime Video
and Amazon Music. Amazon's twitter feed promotes its blog content and includes and a lot of
small business for its sellers, as well as provide updates on the company's products. Amazon's
Twitter engagement, although mostly serving as a platform for content marketing rather than
driving direct sales, nonetheless works to build and nurture an engaged community of customers,
encouraging as many as possible to join Prime.

• PINTEREST
For Amazon is, in essence, an extension of the company's main online store. Of course, Pinterest
is the one social media site where a sizable proportion of users go to look for purchase ideas.
However, if they come across an Amazon Pin, they can simply click on it to be taken either
directly to a page on Amazon.com where they can purchase the product directly, or to the seller's
own website where the customer can complete the purchase via Amazon. Amazon also promotes
its custom lines on Pinterest, which include Handmade at Amazon, Amazon Home Services, and
Amazon Style for Women. It's all carefully designed to entice Pinterest users to buy from
Amazon - and it works.

Image source: Amazon's Social Media Marketing Strategy to Inspire Buyers (wbresearch.com)

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 CONSUMER’S PERCEPTION

Today, the simplicity of using e-commerce and gaining access to products and services has given
businesses a new opportunity. When opposed to more traditional methods, online shopping has
recently attracted greater attention. Amazon has forever transformed the customer experience,
putting all other merchants, service providers, and brand managers on notice that the game has
shifted once more. Company's ability to maintain a trusted relationship with its customers is
critical to its existence. In the example of Amazon, their capacity to earn customers' trust has
been demonstrated.
It's no surprise that Amazon has dramatically transformed our shopping experience. Consumers
are more inclined to buy things from Amazon than from other e-commerce sites. Amazon is a
convenient shopping option, Amazon used to be largely a site where you could find things at a
lower price than you could buy in stores. Today, though, Amazon is much more, Amazon is
known for its low prices, lightning-fast shipping, and dependable customer care. While
Amazon's delivery times vary by country and location, orders are always given an anticipated
delivery date and are delivered faster than most e-commerce sites. When people are looking for
and comparing products, Amazon is one of the first places they go.
Amazon Always Puts Customers First The high-quality customer experience that Amazon
provides is the key reason for its success. Amazon offers competitive prices, a huge product
range, and quick and dependable delivery. Amazon has a comprehensive UX team that does
search engine research to identify what products its customers are interested in buying. This
enables each consumer to have the products in their recommended area tailored to their specific
niche or interest. This has shown to increase sales while also improving Amazon's customer
experience. Customers want a response to a complaint in less than an hour, Amazon monitors the
@AmazonHelp Twitter account in seven languages seven days a week.
Consumers now turn to Amazon for all aspects of their purchasing decisions, from early research
to reading reviews and comparing pricing to making a final purchase. In a survey it was found
that two third of the respondents go to Amazon when they have to begin their search process for
a new product while one fifth of the respondents start their search in google, Amazon is widely
regarded as having the best brand perception of any company. Customers enjoy using the e-
commerce platform, which is not just regarded as one of the best in the world. 67 percent of
individuals over the age of 18 enjoy using Amazon, according to Statista.
Amazon CEO Jeff Bezos is reported as saying- “A business can be centered in a variety of ways.
You can be concerned about competitors, products, technology, business models, and so forth.
However, in my opinion, obsessive customer focus is by far the most effective safeguard against
Day 1 vitality." The reasons for Amazon's consumer trust lead include that the company has
spent billions of dollars, despite wildly fluctuating quarterly financial performance, to develop its
services and penetrate new areas for years. Amazon appears to place a premium on the value and
efficiency of its services, such as its Prime membership, over financial gain.

COMPETITORS AND THEIR POSITION

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 1. ALIBABA

Alibaba, a leading e-commerce corporation, originated in China and was formed in 1999. It's
a wholesale trading platform. Alibaba.com serves a global audience of buyers and merchants.
Alibaba.com has changed the way it does business in terms of operations, sales, and
marketing. This leading e-commerce firm offers technologically advanced services. It allows
merchants and other businesses to affect how customers and users communicate and interact
with them via the internet.
Alibaba.com is a one-stop shop for a wide range of products in categories such as electronics,
clothes, machinery, home and garden, and many others. Through the technology platform
that they provide to users, this leading e-commerce company is accessible at any time and
from any location. It is regarded an Amazon competitor due to its core commerce and use of
technology such as cloud computing and digital media in the business.
Alibaba is the world's second-largest e-commerce corporation, with a market capitalization of
$430.44 billion in July 2019. As of mid-2019, Amazon's market value was well over $780
billion. While Amazon has a strong global footprint, Alibaba's revenue is primarily derived
from its Chinese businesses. Alibaba is also shaping up to be a powerful competitor in the
worldwide market. When we look at the Chinese market, we can see that Alibaba
outperforms Amazon in practically every category.

2.WALMART

Walmart is similar to a regular Walmart shop. It is also recognized as a top competitor for
Amazon. Walmart.com offers a diverse selection of high-quality items. Aside from items,
they offer courteous service and daily specials at reasonable costs.
Walmart, founded in 2000 and headquartered in San Francisco, is a subsidiary of Walmart
Stores, Inc. This leading e-commerce company's major purpose is to provide their clients

14
with a distinctive approach to online buying.
Walmart.com offers a wide range of products in a variety of areas. This company also offers
a variety of gift cards that can be used at Walmart locations. Walmart gift cards can be
handled on the company's website. Walmart is regarded as one of Amazon's main
competitors due to its several distinct features.
Walmart ranked third in the US online retail industry in 2018, with a market share of 3.7
percent, and has exhibited consistent year-over-year growth.

2. Ebay

eBay is another leading e-commerce company that is an international corporation, and it is

also recognized as a main competitor for Amazon. Its headquarters are in San Jose,
California. It offers its customers a user-friendly website and mostly concentrates on C2C
and B2C e-commerce.
eBay is an online marketplace where buyers and businesses interact to purchase and sell
goods. It is the largest online shopping mall in the world. eBay offers a wide variety of
products in a variety of categories, including fashion, electronics, furniture, home appliances,
and more.
The eBay platform assists sellers in running their online and physical businesses efficiently.
eBay is regarded as one of Amazon's main competitors due to its ability to connect a large
number of buyers and sellers from all around the world.

CONCLUSION

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Amazon, the e-commerce giant has become a common and most preferred
destination for shoppers and the roots of the e-retailer is growing strong with the
passage of time and adoption of technology. The brand value of it has shown a
uptrend since the last ten years due to various expansions and investments to make
the business one of its kind. The three major markets for the company has been
US, UK and Germany with its strong presence and employment generation.
Amazon has always tried to stay relevant to the consumers with innovative and
appealing Ad campaigns and new product offerings. The various digital marketing
tools and the social media has helped Amazon to reach the customers directly and
be more customer centric. Consumers are attracted to Amazon for its wide variety
of product offerings and low prices. Despite various competitors in the market,
Amazon stands tall in which ever market it enters and has built a strong sense of
trust among the consumers around the world.

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