Marketing Strategy:

Amazon’s marketing strategy is designed to take advantage of the online nature of the
company’s e-commerce operations and the benefits of complementary brick-and-mortar
operations. The marketing strategy enable competitiveness and international growth while the
company innovates its services to address the effects of competitors, including retailers, like
Walmart and Costco, as well as technology corporations, like Google( Alphabet) , Apple
and Microsoft.

 Product: As the top player in the online retail industry, the company offers a wide
selection of products. This product mix meets customer’s needs and supports the
customer-focused goals of Amazon’s mission statement and vision statement. Through
continued expansion and diversification, the company’s products now include online
retail and a variety of products that address market demand:

o Retail goods and services

o Amazon Prime
o Consumer electronics
o Digital content distribution services
o Amazon Web Services (AWS)
o Amazon Publishing
o Brick-and-Mortar retail stores

 Place: The places or locations used to reach target customers are identified in this
component of the marketing mix. The company has online and physical locations.
Amazon’s marketing strategy involves the following places or locations in
the distribution strategy:

o Official e-commerce platforms, websites, and apps

o Brick-and-mortar stores
 Amazon uses its online marketplace, platforms, websites, and mobile apps as its primary
places for transacting with customers. These websites include Amazon.com, Audible.com
(a subsidiary), and several other sites for different target markets. Desktop and mobile
apps (e.g., Amazon Shopping app, Kindle app, Audible app) complement these websites.
This online component of the distribution strategy accounts for most of Amazon’s
revenues, indicating that online and digital services are the core of the company’s
marketing mix.

 Promotion: This component of the marketing strategy involves the strategies and tactics
that the company uses to communicate with its target market. Amazon persuades its
customers to visit its websites and apps to purchase goods and services. The following
marketing communication tactics are used in such a promotional mix, arranged according
to importance in Amazon’s business:

o Advertising (most important)

o Sales promotions
o Public relations
o Direct marketing

 Price: This component of the marketing strategy focuses on the price points and price
ranges that the technology company uses in selling its products. Low prices attract
customers to Amazon’s e-commerce website and product offerings. However, given the
variety of products beyond e-commerce, the company’s pricing strategies are as follows:

o Market-oriented pricing strategy

o Differential pricing strategy
o Freemium pricing strategy
o Pay-as-you-go pricing strategy
Achievements & Recognition:

Since day one Amazon.com strived to be the Earth’s most customer-centric company. They are
honored to be recognized for the work they do on behalf of their customers, employees, and
communities around the world. Here are some recent awards they’ve received:

 TIME Magazine's TIME 100 Most Influential Companies, 2021-2022

 Top 10 Fordham University’s American Innovation Index, 2018-2020
 Disability Smart Technology Award, Business Disability Forum, 2023, The Bell Seal for
Workplace Mental Health, Platinum, 2023
 RESOLVE: The National Infertility Association, Hope Award for Access, 2023
 Disability Equality Index Best Places to Work for Disability Inclusion, 2018-2023
 Fortune Modern Board 25, 2022
 Hiring Our Heroes, The Lee Anderson Veteran and Military Spouse Employment Award,
2020
 Hire Heroes USA, Top Employer of the Year, 2020
 Hired Brand Health Report, World’s Most Desirable Employers, 2020
 Careers and the Disabled Magazine Top 50 Employers, 2020.
 Military Spouse Award from the Virginia Department of Veteran Services
“Virginia Values Veterans” (V3) program, 2020.
 Human Rights Campaign Corporate Equality Index Perfect Score and Best Places to Work
for LGBT+ Equality, 2022— ranked in the top 5, five years running.
 Mid-Atlantic Innocence Project Defender of Innocence Award, 2022