MEMBERS

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Khushi Aggarwal Garima Sethi Sandhya Gupta
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Monika Nitika Menghani Ruchika Yadav
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COMPANY
OVERVIEW
● Amazon.com, Inc is an American
multinational technology company
based in Seattle, Washington by
Jeff bezos, which focuses on
e-commerce, cloud computing,
digital streaming, and
artificial intelligence.
3
● It is considered one of the
Big Four companies in the U.S.
information technology industry,
along with Google, Apple, and
Facebook.
● The company has been referred to
as "one of the most influential
economic and cultural forces in
the world", as well as the world's
most valuable brand.
TRADE NAME - AMAZON FORMERLY- CADABRA,INC(1994-95)

TAGLINES-
TYPE- PUBLIC Work hard, Have fun, Make history
TYPE OF SITE- E-COMMERCE And You’re Done!
Hkbjl You Shop, Amazon Gives
FOUNDED- JULY Kya Nahi Milega!
HEADQUARTERS- 5,1994, WASHINGTON , Amazon hai, Apna Dukaan
SEATTLE, WASHINGTON, U.S.
U.S.
FOUNDER- JEFF
BEZOS

KEY PEOPLE-
JEFF BEZOS(CHAIRMAN, AREA SERVED-
PRESIDENT & CEO) WORLDWIDE
WERNER VOGELS(CTO) SERVICES- ONLINE
SHOPPING, WEB HOSTING
AND CONTENT
WEBSITE- DISTRIBUTION
www.amazon.com
● "Amazon" name was chosen
because it was a place that AMAZON LOGO
was "exotic and different",
just as Jeff Bezos had
envisioned for his Internet
enterprise.
● Additionally, a name that began
with "A" was preferred because
it would probably be at the top
of an alphabetized list. Place your screenshot here
● The current logo was
5
introduced in 2000. This logo
depicts a smile with the yellow
line that starts at the ‘‘A’’ of
Amazon and ends with an
arrow at ‘‘Z’’.
● It was created to represent the
message that it sells
everything from A to Z and
also represents the smile that
customers would experience
 JEFF BEZOS
• Jeffrey Preston Bezos, born January 12, 1964
in Albuquerque, New Mexico, U.S., is an
American internet entrepreneur, industrialist,
media proprietor, and investor.
• Bezos graduated from Princeton University in
1986 with a degree in electrical engineering and
computer science.
• He is best known as the founder, CEO, and
president of the multi-national technology
company Amazon
• The first centi-billionaire on the Forbes wealth
index,
• In 1994, jeff left his job as Vice-Precident of a
Wall Street firm and moved to Seattle to lay the
blueprint of Amazon.
• He made a list of 5 products that could be sold
online: compact discs, computer hardwares and
softwares, videos and books.
• In july 1995, Amazon sold its first book and within
2 months it was selling to all 50 states of U.S.
and 45 countries as well.
 AMAZON TIMELINE
1 3 5 6

JEFF BEZOS FOUNDED .STOCK BEGINS TRADING NEW LOGO WAS AMAZON PRIME WAS
AND LAUNCHED SALES REACH NEAR $150 INTRODUCED TO SHOW LAUNCHED
AMAZON. MILLION COMPETITIVE

2000
1994

1997

2004
ADVANTAGE

1995

1999

2002

2005
AMAZON.COM BEGINS ITS SALES TOP $1 BILLION AMAZON LAUNCHES FIRST PROFIT OF $5
OPERATIONS WITH MISSION INTRODUCE TOYS AND FREE SUPER SAVER MILLION
TO BE “EARTH’S MOST ELECTRONICS SHIPPING AND A9.COM
CUSTOMER CENTRIC CO. TIMES MAGAZINE IN2003
WHERE PEOPLE CAN FIND NAMES JEFF AS PERSON
ANYTHING THEY WANT TO OF THE YEAR.
ONLINE”
2 4 6 7
 0 2 4
8 1 1 1
LAUNCHED
FULFILLMENT BY AMAZON STUDIOS ,
AMAZON BEGINS AMAZON LOCAL, INTRODUCED AMAZON AMAZON PRIME AIR

2010-12
DISTRIBUTING GOODS AMAZON APP ECHO (DRONE BASED DELIVERY
FOR 3RD PARTY SELLER STORE AND LAUNCHED AMAZON SYSTEM MAKES ITS 1ST
AMAZON WEB SERVICES

2014
2006

2016
AMAZON LOCKER FIRE DELIVERY)
LAUNCHED RELEASED KINDLE
SALES TOP $10BILLION FIRE

2007

2017
2015
2013
LAUNCHED AMAZON AMAZON LAUNCHED IN 1ST PHYSICAL RETAIL AMAZON LAUNCHES SPARK
FRESH AND AMAZON INDIA BOOKSTORE OPENED- FOR PRIME USERS
SUNDAY DELIVERIES AMAZON BOOKS KINDLE OASIS WAS
MUSIC. RELEASED
RELEASED KINDLE. WERE STARTED IN U.S. AMAZON
JEFF BECOMES WORLD’S
UNDERGROUND
WEALTHIEST PERSON
LAUNCHED
1 1 1
9
1 3 5
 6 8
1 1

AMAZON’S 1ST LAUNCHED PRIME

CHECKOUT FREE GAMING ( FORMERLY
GROCERY STORE OPENS 2018 TWITCH PRIME)

2020
FORBES DECLARED JEFF
AS THE 1ST CENTI
BILLIONARE

2019

AMAZON SETTLES ON THE .

LOCATION FOR THEIR SECOND
HEADQUATERS, NORTHERN
VIRGINIA

1
7
 • Amazon Marketplace is an e-commerce platform owned and operated by
Amazon that enables third-party sellers to sell new or used products on a
fixed-price online marketplace alongside Amazon's regular offerings.
• Using Amazon Marketplace, third-party sellers gain access to Amazon's
customer base, and Amazon expands the offerings on its site without having
to invest in additional inventory.
• Amazon
Your FooterMarketplace is so well integrated into Amazon.com, a lot 10 of
customers don’t even realize they are purchasing from third-party sellers.
Selling B2B on Amazon through Amazon Business
allows Businesses with an Amazon Business Account
to sell and purchase products, both one-off and in
bulk with various discounts on Amazon’s marketplace
for a nominal fee per transaction/subscription.
In addition, Amazon offers order fulfillment, which lets
businesses delegates order,packing and shipping.
There are 2 programs involved in Amazon B2B for
Amazon Business.
● First, there is a program for sellers called the
Amazon Business Sellers Program.
● Next, there is a program for buyers called the
Amazon Business Buyers Program.
AMAZON B2C

The business-to-consumer side of Amazon actually

overlaps somewhat with the B2B side. For instance,
when Amazon helps a seller create her own page on
which she can list her products, that's serving
consumers, too, although not directly.
However, Amazon also offers its own products, both
new and used, which consumers can purchase directly
from Amazon. Their core eCommerce business,
Audible, Woot, Prime,kindle etc. are all focused on
consumers. That part of Amazon is B2C
 AMAZON C2C
Amazon provide a third-party marketplace
where consumers can buy and sell goods.
The company operates as C2C market,
meaning it markets goods directly to
customers and allows users to sell goods
themselves. These C2C facilitators earn fees
or commissions by allowing sellers to list and 13
sell goods through their websites
Amazon India, which had introduced
customer-to-customer sales in January, has
expanded the service to three additional cities
apart from Bengaluru.
The Local Finds service, which is now also in
Mumbai, Hyderabad and Chennai, allows
individuals to register as sellers on the
marketplace to sell used items to others in the
city
Read more at:
PRODUCTS
&
SERVICES
Your Footer 15
Basic Categories of products and services

01 Retail Goods

02 Technology Products
Tablet, Alexa & Echo
: Kindle, Fire TV, Fire

03 Movies, Music & Games

04 Web & Computing Services

05 Home Services & Selling Services

 Retail Goods
Amazon.com

Amazon’s product lines available at its website

1
include several media (books, DVDs, music
CDs, videotapes and software), apparel, baby
products, consumer electronics, beauty
products, gourmet food, groceries, health and
.
personal-care items, industrial & scientific
supplies, kitchen items, jewelry, watches, lawn
and garden items, musical instruments, sporting
goods, tools, automotive items and toys &
games.
Amazon is India’s largest online store and
2 sells more than 12 million products.
 Prime Video
Prime Video is a video streaming service
1 available for Amazon Prime members.

Its actually a huge library of movies and

2 TV shows across every category, from
romantic comedies to timeless classics
with some handful of popular and award-
winning Amazon Original Movies and
Prime Original series.

3 With an eligible Amazon Prime membership, you

have access to thousands of Prime Video titles at
no additional cost. You can also rent or buy movies
and TV episodes not included with Prime Video, as
well as subscribe to over 100 premium channels
with Prime Video Channels subscriptions.
Amazon Web Services
Amazon launched Amazon Web Services (AWS)
1 in 2002, which provides programmatic access to
latent features on its website.

Amazon Web Services  is a subsidiary of Amazon

2  providing on-demand cloud computing platforms 
and APIs to individuals, companies, and governments,
on a metered pay-as-you-go basis. These cloud
computing web services provide a variety of basic
abstract technical infrastructure and distributed
computing building blocks and tools..

As of 2020, AWS comprises more than 175

3 products and services including computing,
 storage, networking, database, analytics, 
application, services, development,
management,mobile, developer tools, and tools
for the Internet of Things.
 Amazon Business
Amazon Supply, launched in 2012, offers industrial
1 and scientific components and maintenance, repair
and operations (MRO) supplies.

Amazon Business is a service that provides

2
registered business owners with a consolidated
platform for buying products and supplies from
Amazon. Business users have access to shipping
benefits, discounts on eligible products, purchase
analytics, and price comparisons from different
sellers.

Amazon Business is very similar to Amazon -- only

3
with added features tailored to the needs of
businesses..
 Amazon Echo
“Alexa”

1 The Amazon Echo is one of a range of

hands-free speakers and devices from
Amazon that can be controlled with your
voice. The voice-controlled "personal
assistant" on these devices is called Alexa,
which will perform various tasks for you
and control various systems.
All Echo models can answer questions,
2
research the internet, command smart
home devices, and stream music.
 Amazon Fresh

Amazon Fresh ,a service started in 2007

1
is a grocery delivery and pickup service
in select cities..

Amazon Fresh has rolled out its services

2 gradually, targeting specific parts of
various metropolitan areas and
partnering with local specialty stores for
delivery
. of local items. The Amazon Fresh
website allows potential customers to
check availability by ZIP code aiming at
fresh grocery and fast delivery.
 Amazon Kindle

1 The Amazon Kindle is a series of e-readers

designed and marketed by Amazon.

Amazon Kindle devices enable users to browse,

2 buy, download, and read e-books, newspapers,
magazines and other digital media via wireless
networking to the Kindle Store. As of March
2018, the store had over six million e-books
available in the United States.
Kindle Oasis
3 Kindle Oasis is the most advanced Kindle
ever as of now.
 Fire Tablets
Amazon
Publishing

Amazon
Amazon
Drive Studios
Other
Products
&
Services Amazon
Music
Fire TV

Amazon Home
Amazon Services
Smile

and many more....

 1

SUBSIDIARIES
Amazon owns over 40 subsidiaries which includes  Audible,
Diapers.com, Goodreads, Teachstreet, Twitch and Annapurna
Labs:
A9.com: A company focused on researching and
building innovative technology, has been a subsidiary
since 2003.

Audible.com: This is a seller and producer of spoken

audio entertainment, information and educational
programming on the Internet.

Whole Foods Market: An American supermarket chain

featuring foods without food preservatives, colours,
Junglee: This is a flavours, sweeteners .
former online shopping Goodreads: A "social
service where cataloging" website with
customers can search extensive database of Createspace: This offers self-publishing services for
for products from books, annotations, and independent content creators, publishers, film
online and offline reviews studios, and music labels .
retailers in India.
Pricing
Strategy
Types 01
Economy
Small profit margins, with low
advertising costs.

Premium
02 High price and often uses brand name to
generate interest.

Skimming
03 Start with higher prices then reduce.
Maximise profit in the short term.

Penetration
04 Gain market share by putting prices
lower than competitors.
STRATEGY 1 :
REPRICING
STRATEGY 2:
GETTING TO
THE BUY BOX
 Amazon takes on Financial Services

The company has set up key

financial pillars across
payments, cash deposits,
and lending.
 Amazon’s Cash Conversion Cycle

The average number of The average number of days The average number of days
days an item sites in to collect money from Amazon takes to pay
Amazon’s inventory. customers. suppliers.
 HOW AMAZON MAKES MONEY?
Revenue (2018)
Amazon Services 2018 ($B) 2019 ($B) Growth %
Online Stores 122,987 141,247 14.85 4%
11%
Physical Stores 17,224 17,192 (0.19) 6%
53%
Third Party Seller Services 42,745 53,762 25.77 18%
Subscription Services 14,168 19,210 35.59
7%

Amazon Web Services 25,655 35,026 36.53

Others 10,108 14,085 39.35
Total 232,887 280,522 20.45
Revenue (2019)

5%
12%
7%
50%
19%
6%
PROMOTION

Refers to all the activities

undertaken to make the product or
service known to the user and
trade.
PROMOTION
❖Aggregate marketing campaigns.
❖ Major focus on advertising.
❖ Creative televisions commercials and social
media marketing.
❖ Affiliate programs where website and blog
owners advertise.
❖ Effective sales promotions like- discount
during holiday seasons and festivals .

36
❖Public relations exercises to improve
brand image like launching Amazon Smile
which donates to charity organizations.
(‘Gift a Smile’ in India is an initiative where
people can send their gifts directly through
Amazon to NGO’s that are partnered with
company.)

❖ Direct marketing to companies for

providing its web services is also
performed by Amazon.

37
PROMOTION

•Great Indian
Festival Sale
•Great Indian
Summer Sale

38
39
Promotions - #AurDikhao

❑ #AurDikhao campaign launched in IPL

2015.
❑ Conceptualized by Leo Burnett India.
❑ Captured real life instances in Indian
scenario, emphasizing on the fact that
Indians love to have a long list of options
before the purchase decision.
❑ Established Amazon India as a brand
from which Indian masses would love to
shop with more options than ever before. 40
PLACE

Refers to the
point of sale

41
 PLACE /DISTRIBUTION

⮚Global presence.
⮚Medium to buy : Website and Application.
⮚Once a customer places the order the
distribution channel of Amazon comes into
picture where the products are procured and
stored at Amazon’s fulfillment centers.
⮚These are the huge warehouses constructed
by Amazon in strategic locations to reach even
the remotest of places.

42
⮚These are categorized into sortable fulfilment
centres (large and small goods),non-sortable,
customer return and speciality items
warehouses.
⮚From these fulfilment centres the goods are
transferred to distribution centres and then to
customers.
⮚Amazon uses the local postal and courier
services for the transportation of packages.

43
DIGITAL CHANNEL
PHYSICAL CHANNEL
Business strategy of
Amazon

• Focusing on Investment in Technologies.

• Enchancing its logistics applications .

• Improving in web services .

 Growth strategy

Amazon’s primary intensive

growth strategy is market
development. The main objective
in this strategy focus and entry in
new markets . Amazon has kept
expanding its borders and it has
never stopped adding new
countries where it offers
services.
 Distribution strategy

The new Amazon distribution strategy calls

for fastest level of order turnaround (same
day or next day) for all major cities in the
country of USA . The goal is to enable
same delivery as an option for at least
half of its customers.
Marketing strategy

• It freely offers all products and

services.
• It uses a customer friendly interface.
• It scales easily from small to large.
• Create awareness for its products.
• It utilizes universal behavior and
mentalities.
Response to COVID-19

1. Distributed personal protective gear such as masks for employees and

implemented disinfectants spraying and temperature checks.

2. If any employee diagnosed with COVID-19 will receive up to two weeks of paid
time off.

3. Employees receive comprehensive health benefits starting on day of one

employment.

4. Providing free masks to customers at all open amazon physical stores.

5. Enhanced cleaning at all open amazon physical stores.

 Competitors

Google Netflix

Microsoft Walmart
SWOT
ANALYSIS
STRONG BRAND MASSIVE GROWTH
POTENTIAL
the most
valuable brand
passed the trillion -
on earth
dollar in market
exceptionally DIVERSIFIED FLYWHEEL
capitalization
well- positioned BUSINESS MODEL EFFECTS

among the tech

enjoys massive
giants
spans from e- flywheel effects
due to its built - in
commerce to
cloud,advertising growth
mechanisms
and more
LOW MARGINS SUSTAINABILITY
the E -
commerce side a poor track record
has tighter
profitability of moving to
needs to be sustainable
judged on basis
solutions
of cash flow
EMPLOYEE remains opaque
TREATMENT about its progress
ASIA / CHINA
bad coverage yet to prove itself in
about employee China
treatment need to ditch the
reported old model for a
unaddressed safety more locally - savvy
concerns and one
frequent worker
injuries
OPP0RTUNITIES

DEVELOPING AMAZON
MARKETS BRANDED
growth PRODUCTS
opportunities in
rolling out more
developing
countries with low products under its
EXPANSION OF own name instead of
competition in e- ACQUISITIONS
commerce & are not PHYSICAL STORES merely selling &
stocking products acquiring e-
saturated like
developed ones this could commerce co. can
made by its partners
accelerate its decrease the
competition level
presence across
can use their
different specialised capacity
geographical
regions
 COMPETITION CYBERCRIME

Walmart using drone an online

technology to deliver reatailer - a juicy
goods, has more
patents than Amazon target for hackers
Prime Video facing Data Breach - a
competition with CHINA \ ASIA key threat to MERCHANTS &
Apple TV+& Disney+ Amazon
China has several PLATFORMS
homegrown e- merchants account
commerce sites for 58%of its sales
which could easy to create online
expand in US &
shops with platforms
Europe
like Shopify ,this
e.g. - Alibaba , could nibble away its
JD.com market share
Where will
Amazon.com
be in next 5
years ?
AMAZON WILL CONTINUE LEADING
THE E- COMMERCE MARKET IN THE
U.S .

the leading e-commerce co. in the U.S.

with an estimated 39% of all online
purchases happening on the co.'s
platform
the current coronavirus crisis only
serves to solidify the need for online
shopping
it is expected that the co.will learn a lot
about consumer demand which will
make its services even better in the
coming years
THE COMPANY WILL STILL
DOMINATE THE CLOUD
COMPUTING MARKET
e-commerce is Amazon's largest business by
revenue ,but the company's most lucrative
business is it's cloud computing company -
AWS leads the market - 33% of the cloud
infrastructure market
there's no reason the company can't continue
to dominate in this business five years from
now
 Amazon's futuristic
electric delivery vans to
hit the roads in 2021
the new van is
Alexa will also vehicle will be
one of the three
come as into logistics
new vehicles standard systems , which
involved with the
equipment in will increase
Rivian
order to allow safety and
partnership and
drivers to request efficiency by
Amazon plans to
directions & reducing the
have total weather via voice need for extra
10,000new rigs
commands devices
out on road
CONCLUSION
Amazon's potential is huge
volatility likely to be there in short -
term
Amazon's businesses in fantastic
shape in long term
expanding into new markets should
help
 References
• https://en.m.wikipedia.org/wiki/List_of_Amazon
_products_and_services
• https://www.garyfox.co/amazon-swot-analysis/
• https://www.fool.com/investing/2020/04/14/wher
e-will-amazoncom-be-in-5-years.aspx
• https://www.slideshare.net/mobile/tirthnkr/amaz
on-india-distribution-strategy-50900552
• https://edition.cnn.com/interactive/2018/10/busin
ess/amazon-history-timeline/index.html
• https://www.sourceapproach.com/amazon-b2b-e
verything-sellers-need-to-know-about-amazon-b
usiness/
• https://en.m.wikipedia.org/wiki/Amazon_(compa
ny)
• https://en.m.wikipedia.org/wiki/Jeff_Bezos
• https://www.datafeedwatch.com/blog/quick-intro
duction-to-amazon-pricing-strategies
• https://www.garyfox.co/amazon-business-model/
• https://www.cbinsights.com/research/report/ama
zon-across-financial-services-fintech/
• https://www.slideshare.net/JigyashaRathi/amazo
n-marketing-mix
• https://en.m.wikipedia.org/wiki/Amazon_(compa
ny)#Response_to_COVID-19_pandemic
• http://panmore.com/amazon-com-inc-marketing-
mix-4ps-analysis
THANK
YOU!