CHANAKYA NATIONAL LAW UNIVERSITY,

NYAYA NAGAR, MITHAPUR, PATNA – 800001.

TOPIC - “Analysis of policy and plans of Amazon.com,Inc ”

FINAL DRAFT SUBMITTED IN THE PARTIAL FULFILMENT OF THE

COURSE TITLED-
FUNDAMENTALS OF MANAGEMENT

SUBMITTED TO:
DR. MANOJ MISHRA
Faculty of Fundamentals of Management

SUBMITTED BY:
BANDITA.
ROLL NO : 2221
SEMESTER : FIRST.
SESSION : 2019-2024

1
 DECLARATION BY STUDENT

I, BANDITA ,student of Chanakya National Law University hereby declare that the work
reported in the B.B.A. LL.B.(HONS)project report entitled: “ ANALYSIS OF POLICY OF
AMAZON.COM,INC ” submitted in Chanakya National Law University ,Patna is an
authentic record of my work carried out under the supervision of DR. MANOJ MSHRA. I
have not submitted this work elsewhere for any other degree of diploma. I am fully
responsible for the contents of my project report.

2
 ACKNOWLEDGEMENT

I would like to thank my faculty Dr. Manoj Mishra whose guidance helped me a lot with
structuring of my project. I take this opportunity to take deep sense of gratitude for her
guidance and encouragement which sustained my efforts on all stage of this project.

I owe the present accomplishment of my project to my friends, who helped me immensely

with materials throughout the project and without whom I couldn’t have completed it in the
present way. I would also like thank the library staff of my college which assisted me in
acquiring the sources necessary for the compilation of my project.

I would also like to extend my gratitude to my parents and all those unseen hand that helped
me out at every stage of my project.

THANKSOMEONE

NAME: BANDITA
ROLL NO:2221
COURSE: BBA LLB

3
TABLE OF CONTENTS

CHAPTER 1 INTRODUCTION…………………………………………………..5-6
CHAPTER 2 AMAZON.COM,INC……………………………………………….7-10
CHAPTER 3 POLICY OF AMAZON……………………………………………11-13
CHAPTER 4 ANALYSIS OF POLICIES………………………………………….14
CONCLUSION……………………………………………………….15
BIBLIOGRAPHY…………………………………………………….16

4
CHAPTER 1: INTRODUCTION

Management is a universal phenomenon. It is a very popular and widely used term. All
organizations - business, political, cultural or social are involved in management because it is
the management which helps and directs the various efforts towards a definite purpose.
According to Harold Koontz, “Management is an art of getting things done through and with
the people in formally organized groups. It is an art of creating an environment in which
people can perform and individuals and can co-operate towards attainment of group goals”.
According to F.W. Taylor, “Management is an art of knowing what to do, when to do and see
that it is done in the best and cheapest way”.

Management is a purposive activity. It is something that directs group efforts towards the
attainment of certain pre - determined goals. It is the process of working with and through
others to effectively achieve the goals of the organization, by efficiently using limited
resources in the changing world. Of course, these goals may vary from one enterprise to
another. E.g.: For one enterprise it may be launching of new products by conducting market
surveys and for other it may be profit maximization by minimizing cost.

Management involves creating an internal environment: - It is the management which puts

into use the various factors of production. Therefore, it is the responsibility of management to
create such conditions which are conducive to maximum efforts so that people are able to
perform their task efficiently and effectively. It includes ensuring availability of raw
materials, determination of wages and salaries, formulation of rules & regulations etc.

Therefore, we can say that good management includes both being effective and efficient.
Being effective means doing the appropriate task i.e, fitting the square pegs in square holes
and round pegs in round holes. Being efficient means doing the task correctly, at least
possible cost with minimum wastage of resources.

The process of management includes planning, organising ,staffing, controlling,

communication and leadership. In which ,planning refers to thinking about future. The
various types of plans are policy, method, objectives, strategies, procedures, programmes,
budget. Policy refers to general statement that guide thinking or channelise energies towards
a particular direction. They are guides to managerial action and decision in the
implementation of strategy which is again an another type of plan. It is also said to be a
general response to a particular problem. There are policies for all level and department in the
organisation ranging from major companies to minor companies policies.

5
AIMS AND OBJECTIVES

 To study the policy of Amazon.com,Inc

 To find its competitors and customers
 To analyse its plans according to the policy

RESEARCH METHODOLOGY

The researcher has used doctrinal method of research and used secondary source of data for
the completion of project

3Cs

Company : Amazon.com,Inc

Competition: Walmart, ebay , Alibaba

Customers: it includes people of every age group having different standrds of living.

6
CHAPTER 2: Amazon.com,Inc.
Amazon.com, Inc., is an American multinational technology company based in Seattle,
Washington, that focuses on e-commerce, cloud computing, digital streaming, and artificial
intelligence. It is considered one of the Big Four technology companies along with Google,
Apple, and Facebook.
Amazon is known for its disruption of well-established industries through technological
innovation and mass scale It is the world's largest e-commerce marketplace, AI assistant
provider, and cloud computing platform as measured by revenue and market capitalization.
Amazon is the largest Internet company by revenue in the world. It is the second largest
private employer in the United States and one of the world's most valuable companies.
Amazon is the second largest technology company by revenue.
Amazon was founded by Jeff Bezos on July 5, 1994, in Bellevue, Washington. The company
initially started as an online marketplace for books but later expanded to sell electronics,
software, video games, apparel, furniture, food, toys, and jewelry. In 2015, Amazon
surpassed Walmart as the most valuable retailer in the United States by market capitalization.
In 2017, Amazon acquired Whole Foods Market for $13.4 billion, which vastly increased
Amazon's presence as a brick-and-mortar retailer. In 2018, Bezos announced that its two-day
delivery service, Amazon Prime, had surpassed 100 million subscribers worldwide.
Amazon distributes downloads and streaming of video, music, audiobook through its
Amazon Prime Video, Amazon Music, and Audible subsidiaries. Amazon also has a
publishing arm, Amazon Publishing, a film and television studio, Amazon Studios, and a
cloud computing subsidiary, Amazon Web Services. It produces consumer electronics
including Kindle e-readers, Fire tablets, Fire TV, and Echo devices. In addition, Amazon
subsidiaries include Ring, Twitch.tv, Whole Foods Market, and IMDb. Among various
controversies, the company has been criticized for technological surveillance overreach, a
hyper-competitive and demanding work culture, tax avoidance, and anti-competitive
practices.1
In 1994, Jeff Bezos incorporated Amazon. He chose the location Seattle because of technical
talent as Microsoft is located there. In May 1997, the organization went public. The company
began selling music and videos in 1998, at which time it began operations internationally by
acquiring online sellers of books in United Kingdom and Germany. The following year, the
organization also sold video games, consumer electronics, home-improvement items,
software, games, and toys in addition to other items.2
In 2002, the corporation started Amazon Web Services (AWS), which provided data on Web
site popularity, Internet traffic patterns and other statistics for marketers and developers. In
2006, the organization grew its AWS portfolio when Elastic Compute Cloud (EC2), which
rents computer processing power as well as Simple Storage Service (S3), that rents data
storage via the Internet, were made available. That same year, the company started
Fulfillment by Amazon which managed the inventory of individuals and small companies
selling their belongings through the company internet site. In 2012, Amazon bought Kiva
Systems to automate its inventory-management business, purchasing Whole Foods Market
supermarket chain five years later in 2017.
MISSION AND VISION
When it first launched, Amazon’s had a clear and ambitious mission. To offer:
1
https://www.amazon.in
2
https://www.aboutamazon.com

7
Earth’s biggest selection and to be Earth’s most customer-centric company.

Today, with business users of its Amazon Web Service representing a new type of customer,
Amazon says:

this goal continues today, but Amazon’s customers are worldwide now and have grown to
include millions of Con-sumers, Sellers, Content Creators, Developers, and Enterprises.
Each of these groups has different needs, and we always work to meet those needs, by
innovating new solutions to make things easier, faster, better, and more cost-effective.

20 years later, Amazon are still customer-centric, in fact, in the latest Amazon Annual report,
Jeff Bezos of Amazon explains what he calls True Customer Obsession :

There are many ways to center a business. Someone can be competitor focused, someone can
be product focused, someone can be technology focused, someone can be business model
focused, and there are more. But in my view, obsessive customer fo-cus is by far the most
important. Even when they don’t yet know it, customers want something better, and someone
desire to delight customers will drive someone to invent on their behalf.

COMPETITON (IN E-COMMERCE SEGMENT)

ALIBABA:

Alibaba, a top e-commerce company, has its origin from China and it was founded in the year
1999. It is a platform for wholesale trade. Alibaba.com caters to many buyers and sellers
across the world.Alibaba.com has bought a change in businesses activities for its operations,
sales, and marketing. This top e-commerce company provides the services that are
technology enabled. It enables the merchants and other business to influence the usage of
internet to communicate and deal with their customers and users.

Alibaba.com is a one-stop platform which focuses on many products across various

categories that include electronics, clothing, machinery, home and garden and many more.
This top e-commerce company is accessible anytime and anywhere through the technology
platform that they provide to the users. Due to its core commerce and usage of technology
like cloud computing and digital media in the business, it is considered as Amazon
competitors.

WALMART

Also regarded as a top competitor for Amazon, Walmart is like the normal Walmart store.
Walmart.com provides a wide range of products that are of supreme quality. Apart from
products they also provide friendly service and have daily offers at low prices.

8
Walmart, headquartered in San Francisco in the year 2000 is a controlled by Walmart stores,
Inc. The main goal of this top e-commerce company is to get their customers a unique
approach to shopping on the internet.

Walmart.com caters to many products across various categories. This company also provides
various kinds of the gift card which can be redeemed at Walmart stores. The Walmart gift
cards can be managed through their website itself. Due it its various unique features, Walmart
is considered as one of the top Amazon competitors.

EBAY

Also regarded as a top competitor for Amazon, eBay is yet another top e-commerce company
which is a multinational corporation. It is based in San Jose, California. It provides a user-
friendly website to its customer and mainly focuses on C2C and B2C e-commerce.

eBay is an online marketplace where customers and business people communicate to buy and
sell the products. It is the world’s largest shopping mall on the internet. eBay provides an
extensive range of products under various categories like fashion, electronics, furniture, home
appliances and many more.

eBay platform helps the sellers to conduct their online and offline business smoothly. Due to
the efficiency of being able to connect many buyers and sellers across the world, eBay is
considered as one of the top Amazon competitors.3

CUSTOMERS

Amazon segmentation, targeting and positioning involves a set of activities aimed at

determining specific groups of people as customers and developing products and services
attractive to this group.
Segmentation involves dividing population into groups according to certain characteristics,
whereas targeting implies choosing specific groups identified as a result of segmentation to
sell products to. Positioning refers to the selection of the marketing mix the most suitable for
the target customer segment.
Amazon mainly uses the following two types of positioning:
Multi-segment positioning. Amazon offers a wide range of products and services,
successfully exploiting more than one segment at the same time. Specifically, the online retail
giant sells more than 562 million products, appealing to the needs and wants of a wide range
of customer segments.
Adaptive positioning. The online retail giant closely monitors changes in external
marketplace and addresses increasing customer expectations by periodically repositioning of
products and services according to changes in the segment.
Anticipatory positioning. Certain services within AWS such as Amazon Sage Maker,
Amazon Comprehend and Amazon Reognition are in market segments that currently have
3
https://www.amazon.com/competition/s?k=competition

9
low turnover. However, the e-commerce giant has developed these services with the
anticipation that the demand for them will increase in the future.

For example it may include:

Newly Married Couples someoneng, no children

Full Nest I someonengest child under six
Full Nest II someonengest child six or over
Full Nest III older married couples with dependent children
Empty Nest I older married couples, no children living with them
Empty Nest II older married couples, retired, no children living at home
Solitary Survivor I in labour force
Solitary Survivor II retired4

CHAPTER 3: POLICY OF AMAZON

4
https://www.amazon.com/target-market/s?k=target+market

10
 GENERAL POLICIES
1. Seller code of conduct: This policy requires that sellers act fairly and honestly
on Amazon to ensure a safe buying and selling experience. All sellers must:

 Provide accurate information to Amazon and our customers at all times

 Act fairly and not misuse Amazon’s features or services
 Not attempt to damage or abuse another Seller, their listings or ratings
 Not attempt to influence customers’ ratings, feedback, and reviews
 Not send unsolicited or inappropriate communications
 Not contact customers except through Buyer-Seller Messaging
 Not attempt to circumvent the Amazon sales process
 Not operate more than one Selling on Amazon account without permission by
Amazon.

2. Acting Fairly: Someone must act fairly and lawfully and may not misuse any
service provided by Amazon. Examples of unfair activities include:

 Providing misleading or inappropriate information to Amazon or our customers, such

as by creating multiple detail pages for the same product or posting offensive product
images
 Manipulating sales rank (such as by accepting fake orders or orders that someone
have paid for) or making claims about sales rank in product titles or descriptions
 Attempting to increase the price of a product after an order is confirmed
 Artificially inflating web traffic (using bots or paying for clicks, for example)
 Attempting to damage another Seller, their listings or ratings
 Allowing other people to act on someone behalf in a way that violates Amazon’s
policies or someone agreement with Amazon.

3. Ratings, Feedback, and Reviews: Someone may not attempt to influence or
inflate customers’ ratings, feedback, and reviews. Someone may request
feedback and reviews from someone own customers in a neutral manner, but
may not:

 Pay for or offer an incentive (such as coupons or free products) in exchange for
providing or removing feedback or reviews
 Ask customers to write only positive reviews or ask them to remove or change a
review
 Solicit reviews only from customers who had a positive experience
 Review someone own products or a competitors’ products

PRODUCT AND LISTING POLICY

1. Amazon Policy on Reference Prices :

In many product categories, someone have the option of supplying a reference price, such as
a list price (for example, a Manufacturer's Suggested Retail Price or MSRP). These reference

11
prices might be displayed in several places, including the product detail pages and search
results for someone products, to show savings to our customers.

 Any reference price someone provide must represent the price at which someone or other
retailer(s) or seller(s) have recently made substantial sales of the product in question.
 The consumer also are responsible for ensuring that the reference prices someone provide
to us remain current.
If they someone don't have a list price that meets these criteria, please leave the field blank
when adding a new product.

The Someone Price field should reflect someone actual offer price to customers. Someone
should use the Sales Price field only when running a temporary time bound promotion. If
someone run a Deal, Amazon might use the lower of either Sales Price or Someone Price as a
reference price to provide savings messaging during the Deal.

In that event, someone are responsible for ensuring that someone reference ("pre-Deal ")
price represents the price at which someone or others have recently made substantial sales of
the product in question. Someone should not change the Someone Price or Sales Price fields
for the purpose of manipulating the reference price displayed during a Deal. If Amazon
cannot verify a reference price someone provide, Amazon might suppress it. If someone alter
the Sales Price or Someone Price fields to manipulate the Deal reference price or we cannot
validate substantial sales at this price, we might remove savings messaging from someone
Deal, cancel someone Deal, or, in serious or repeated cases, suspend or terminate someone
selling privileges.

2. Restricted products :

Customers trust that they can always buy with confidence on Amazon. Products offered for
sale on Amazon must comply with all laws and regulations and with Amazon's policies. The
sale of illegal, unsafe, or other restricted products listed on these pages, including products
available only by prescription, is strictly prohibited.

If someone supply goods on Amazon, then they should carefully review the Restricted
Products Help pages listed below before listing a product. The examples provided in these
Help pages are not all-inclusive and are provided solely as an informational guide. Amazon
encourage someone to consult with someone legal counsel if someone have questions about
the laws and regulations concerning someone products. Even where a product is listed as an
"Example of Permitted Listings," all products and listings must also comply with applicable
laws. In addition, any links provided are for informational purposes only, and Amazon does
not warrant the accuracy of any information provided in these links.

12
If someone supply a product in violation of the law or any of Amazon’s policies, including
those listed on the Restricted Products pages, Amazon would take corrective actions, as
appropriate, including but not limited to immediately suspending or terminating selling
privileges, destroying inventory in our fulfillment centers without reimbursement, returning
inventory, terminating the business relationship, and permanent withholding of payments.
The sale of illegal or unsafe products can also lead to legal action, including civil and
criminal penalties.

Amazon are constantly innovating on behalf of our customers and working with regulators,
third party experts, vendors, and sellers to improve the ways Amazon detect and prevent
illegal and unsafe products from reaching our marketplace. Amazon encourages someone to
report listings that violate Amazon's policies or applicable law by contacting us. We will
investigate each report thoroughly and take appropriate action.5

3.

5
https://sellercentral.amazon.com

13
CHAPTER 4:ANALYSIS OF POLICES OF AMAZON.COM,INC.

After studying few policies of the particular organisation , its plan can be easily derived. So
after studying the policies of AMAZON.COM, we can interpret its plan as follows:
 General policies about seller code of conduct gives rules how a seller should behave.
Rule which is again a type of standing plan, are those plans which are designed to
regulate the organisation in a peaceful manner. It tells about what to do and what not
to do in an organisation.
 Another general policy of acting fairly also tells about the rules to be followed and
methods to be applied. It has clearly stated pros and cons of not adhering to the
problems.
 The policy of ratings which tells that organisation can not ask for positive review
from there customer, so it again talks about and its future plans of improving and
diversifying can be easily seen. If the organisation takes positive reviews then it can
never improve in near future. So by taking every review it plans to improve in future
and modify its working and services according to the given reviews.
 The policy of reference price tells about the method and procedure to avail the
service. Methods and procedure are those long standing plans which tells about the
way of doing things and procedures are those types of plans which provide step by
step way of doing things. The policy also stated the complications and options
available which states the plans of keeping reference price as an option available in
near future.
 Amazon has a list of restricted products, if someone supplies goods to the company
then he must adhere to the list otherwise the company can take actions. This shows
that the company in order to achieve its objective of safe products is taking steps
everyday.

14
CONCLUSION
Amazon.com,Inc is a multinational company which sells products and services online
and it has certain policies. It has ensured to maintain a proper seller code of conduct,
rules for rating and ensures that the enterprise acts fairly. They want no injustice to be
done with their customers. Some of its competitors are Alibaba, Walmart, eBay etc.
Its targeted market is people of every age group and generally having middle standard
of living. Its plans related to rules, objectives, methods, procedures can be clearly
seen from some of its policy. It appears to be a very clear company when it companies
when it come about it plans.

15
 BIBLIOGRAPHY

https://sellercentral.amazon.com
https://www.amazon.com/target-market/s?k=target+market
https://www.amazon.com/competition/s?k=competition
https://www.amazon.in
https://www.aboutamazon.com

16