Amazon Marketing Strategy

Research Paper (undergraduate) from the year 2008 in the subject Business economics - Offline Marketing and Online Marketing, University of applied sciences, Munich, language: English, abstract: Founded in Seattle (Washington, USA) by Jeffrey Bezos in 1995, Amazon

is now the world leading internet sales platform for consumer goods.

Offering books in the first place Amazon now offers products in more than

40 different product categories.

Omnipresent everywhere in the internet Amazon claims to be "the world's

most customer-centric" company. Indeed Amazon is doing everything to

achieve this goal through continuous service-improvement. Whenever a

new service will be launched customers expectations always define the

key features.

But what an internet company would Amazon be if this customer centric

mission wouldn't be promoted and capitalised. Grown up with the internet

and familiar with all its marketing instruments, Amazon uses every

opportunity to promote its brand and the offered services.

Beside the user-experience Amazons success depends on its propagation

and accessibility. Amazon manages this by sophisticated partner

programs to grow fast and continuously. In consequence of the market

power Amazon has, the prices for goods are more than competitive in the

internet.

Since the internet still hasn't reached its maximum capacity and far not

everybody especially elder generations uses the internet for daily

shopping, Amazons growth will continue and further customer-centric

services will follow as long as the vision keeps alive.