INSTITUTO POLITÉCNICO NACIONAL

ESCUELA SUPERIOR DE COMERCIO Y ADMINISTRACIÓN

ESCA UNIDAD SANTO TOMAS

Thematic unit:

Market analysis and measurement

DYNAMIC PRACTICE: Amazon Comprehensive Analysis

ID number Students
2021610564 Alatorre Pichardo Juan Antonio
2023400405 Anguiano Silva Mario Abdiel
2023400394 Cortes Castro Ingrid Ariadna
2023400712 Hernandez De Jesus Carlos Daniel
2023400592 Sanchez Corona Surih Zoe

Group: 5RMAF

Teacher: Herrera Garrido Pedro

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TABLE OF CONTENTS

INTRODUCTION ....................................................................................................4
SOCIAL NETWORKS............................................................................................................. 5
............................................................................................................................6
Social Media Engagement ..................................................................................7
APP ............................................................................................................................................. 7
............................................................................................................................8
............................................................................................................................9
User Engagement Through Notifications ...........................................................9
Impact on Social Media Integration ...................................................................9
WEBSITE .................................................................................................................................. 9
COMPETITOR LANDSCAPE ..............................................................................10
STRENGTHS AND WEAKNESSES OF COMPETITORS.................................11
AMAZON STRENGTHS AND WEAKNESSES ..................................................12
COMPETITIVE ADVANTAGE ........................................................................................... 12
..........................................................................................................................14
..........................................................................................................................15
Key Benefits of Amazon Advertising ..............................................................15
AMAZON MARKETING ...................................................................................................... 15
SIZE AND LINE OF BUSINESS OF AMAZON ................................................................ 15
CURRENT TARGET MARKET OF AMAZON ................................................................ 17
.................................................................................................................................18
SOCIAL MEDIA IMPACT ON AMAZON'S PRICE STRATEGY .....................18
CONCLUSIONS .....................................................................................................19
ALATORRE PICHARDO JUAN ANTONIO .................................................19
ANGUIANO SILVA MARIO ABDIEL ..........................................................19
CORTES CASTRO INGRID ARIADNA ........................................................19
HERNANDEZ DE JESUS CARLOS DANIEL ..............................................20
SANCHEZ CORONA SURIH ZOE ................................................................20
REFERENCES........................................................................................................................ 21

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INTRODUCTION
Amazon, founded by Jeff Bezos in 1994, has transformed from a modest online bookstore into one
of the most influential corporations in the world. Over the years, the company has redefined
industries through its innovation and commitment to customer satisfaction. Today, Amazon
operates across a diverse range of sectors, including e-commerce, cloud computing, artificial
intelligence, entertainment, and logistics, creating a vast ecosystem that serves millions of
customers and businesses globally.

The company's rise to prominence is no accident. Amazon's relentless focus on efficiency, data-
driven strategies, and technological advancement has allowed it to dominate markets and set
industry standards. Its e-commerce platform, which started with books, now offers millions of
products across virtually every category, catering to both individual consumers and businesses. At
the same time, its cloud computing service, Amazon Web Services (AWS), powers some of the
world's largest companies, showcasing Amazon’s ability to innovate beyond retail.

Key to Amazon's success is its customer-centric approach, which prioritizes convenience, speed,
and personalization. Features like one-click purchasing, personalized recommendations, and
seamless integration across devices have revolutionized the online shopping experience.
Furthermore, Amazon has leveraged social media, mobile apps, and advanced analytics to engage
customers and adapt to their changing preferences.
However, Amazon's rapid growth has not come without challenges. Critics often point to its
treatment of workers, tax practices, and environmental impact, raising questions about
sustainability and corporate responsibility. Despite these hurdles, Amazon continues to expand
into new markets, solidify its global presence, and set the pace for technological innovation.
This analysis will explore Amazon’s strategies, its influence on global markets, and the challenges
it faces as it strives to maintain its dominant position. From its groundbreaking logistics
infrastructure to its competitive use of artificial intelligence, Amazon represents both the
opportunities and complexities of modern business.

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SOCIAL MEDIA, APP AND NETWORK ANALYTICS

SOCIAL NETWORKS

Amazon uses advanced technology to understand how people interact with its social media, mobile
app, and website. This helps Amazon make its services better, attract more customers, and keep
people interested. For example, Amazon studies how users search for products, how long they
spend on different pages, and what items they look at the most. This information helps Amazon
improve its website so it is easier and faster to use. The site also gives users recommendations
based on what they have bought or searched for before, making shopping more personal.
On social media, Amazon looks at what people are talking about, which products they share, and
what posts they like. Platforms like Facebook, Instagram, and Twitter are important for Amazon’s
ads and promotions. For example, if a product is popular on Instagram, Amazon may feature it
more in ads or recommend it on its website or app. Social media helps Amazon know what
customers want and allows them to create ads that show people the products they might want to
buy. Amazon also pays attention to customer reviews and ratings. Good reviews help bring in new
customers, and bad reviews help Amazon see where they need to improve. This makes customers
feel heard and builds trust with them. By using this feedback, Amazon makes sure it is always
offering better services and products.

Facebook: Amazon shares ads and promotions to attract customers. They also post interactive
content like contests or questions to keep users involved. Amazon currently has over 28.7 million
likes on its Facebook page. An incredible figure, but if you take a quick scroll down its news feed
you can see why it's so popular. Amazon replies to a staggering amount of comments left on its
posts - and it does so quickly, politely, provides useful information and links, and adds the human
touch by addressing commenters by first name, with the Amazon employee signing off each
comment using their first name also.

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Instagram: Amazon focuses on beautiful images and short videos of popular products. They use
stories and reels to highlight sales or new arrivals, making shopping visually appealing.

X: Amazon uses X for quick updates, customer support, and promoting big events like Prime Day.
It helps them connect with customers in real time.

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Social Media Engagement

Amazon’s strategic use of social media platforms has been instrumental in enhancing customer
engagement, building brand visibility, and driving sales. By leveraging platforms like Facebook,
Instagram, Twitter, and LinkedIn, Amazon effectively connects with diverse audiences, fosters
loyalty, and stays relevant in the ever-evolving digital landscape.

On Facebook, Amazon employs interactive campaigns such as contests, giveaways, and polls to
encourage user participation. Targeted ads on Facebook are tailored to individual preferences,
often reflecting users’ browsing history or purchase behavior. For instance, a user who recently
searched for fitness equipment on Amazon might see ads showcasing popular fitness products.
These campaigns not only boost visibility but also create a personalized shopping experience that
resonates with customers.

Instagram, known for its visual appeal, serves as a platform for Amazon to showcase its products
in an aesthetically pleasing manner. High-quality images, user-generated content, and short videos
illustrate how products can be integrated into daily life. Features like Instagram Stories and Reels
are used to promote time-sensitive deals, new product launches, and exclusive content. This
approach capitalizes on the platform’s visual storytelling capabilities, making shopping more
engaging and aspirational.

On X, Amazon focuses on real-time communication and customer support. The platform is used
to share updates about major events, such as Prime Day, as well as to respond to customer inquiries
and complaints promptly. During sales events, Amazon’s Twitter feed is filled with updates,
trending products, and tips, creating a sense of excitement and urgency that keeps followers
engaged.

Social media engagement also allows Amazon to track trends and gather customer feedback. The
company uses analytics to measure the performance of its campaigns, identify emerging customer
preferences, and refine its strategies accordingly. By fostering a two-way dialogue, Amazon builds

APP

The Amazon mobile app has been downloaded over 500 million times, highlighting its critical
role in the company’s digital ecosystem. The app’s design focuses on speed, simplicity, and
convenience, making it an indispensable tool for modern consumers.

The Amazon mobile app is a cornerstone of the company’s digital ecosystem, providing a seamless
and efficient shopping experience for users. With over 500 million downloads globally, the app
exemplifies Amazon’s dedication to innovation, customer convenience, and technological

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advancement. Its intuitive design and diverse features cater to the fast-paced lifestyles of modern
consumers, ensuring that shopping with Amazon is not just easy but also engaging.

One of the app’s standout features is One-Click Purchasing, which streamlines the checkout
process by allowing users to complete their purchases instantly. This feature is particularly useful
for time-sensitive or recurring orders, reducing the friction that often causes cart abandonment in
online shopping. Another innovative addition is the Image Search tool, which enables users to
take a photo of a product and find similar items available on Amazon. This bridges the gap between
offline and online shopping, making the app a versatile tool for discovery.

The app’s personalized recommendations demonstrate Amazon’s expertise in leveraging data

analytics. By analyzing users’ browsing history, purchase behavior, and preferences, the app
suggests products that are highly relevant to each individual. This not only enhances the user
experience but also increases sales by encouraging customers to explore more of what Amazon
offers.

Integration with Alexa, Amazon’s virtual assistant, further elevates the app’s functionality. With
voice commands, users can search for products, reorder frequently purchased items, check the
status of deliveries, and even manage their accounts. This hands-free capability makes shopping
accessible and convenient, especially for busy customers or those on the go.

The app also includes features such as real-time order tracking and push notifications for deals,
ensuring that customers remain informed and engaged. These elements contribute to Amazon’s
ability to retain users and encourage repeat purchases. Furthermore, the app’s design prioritizes
speed and simplicity, ensuring that even first-time users can navigate it effortlessly.

Ultimately, the Amazon mobile app embodies the company’s customer-centric approach by
delivering a tailored, efficient, and innovative shopping experience. It not only facilitates
purchases but also builds loyalty by meeting and exceeding customer expectations. As a result, the
app plays a crucial role in Amazon’s success, setting the standard for mobile commerce.

• One-Click Buying: Customers can make purchases instantly, saving time.

• Image Search: Users can take a picture of a product and find similar items on Amazon.
• Personalized Recommendations: The app shows products based on what the user
likes or has bought before.
• Alexa Integration: Customers can use voice commands to shop, check orders, or
manage their Amazon account.

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User Engagement Through Notifications

The app employs targeted push notifications to keep users informed about personalized deals,
promotions, and order updates. These notifications are often tailored to users’ interests, ensuring
relevance and increasing the likelihood of engagement. For instance, a user who frequently
purchases books may receive alerts about new releases or discounts on Kindle titles

Impact on Social Media Integration

The Amazon app is designed to integrate with social media platforms, allowing users to share
products or reviews directly on sites like Facebook, Instagram, or Twitter. This feature encourages
word-of-mouth marketing and amplifies Amazon’s reach across various networks. Additionally,
the app enables users to follow specific brands or influencers, creating a community-driven
shopping experiencen the global marketplace

WEBSITE

Amazon’s website is one of the most popular and user-friendly e-commerce platforms in the world.
It has a simple and organized design that helps customers easily find what they need. At the top of
the page, there is a search bar where users can type in the name of a product or category they want
to explore. Below that, Amazon shows personalized recommendations based on the user’s
previous purchases, searches, or browsing history.

The website is divided into clear sections for different product categories, such as electronics,
clothing, books, and home goods. Each section allows users to filter their search by price, brand,
reviews, or other features, making it easier to find the perfect item. Amazon also has a popular
"Today's Deals" section, where customers can find discounts and special offers on a wide variety
of products.

One of the key features of the Amazon website is its detailed product pages. Each page includes
pictures, descriptions, customer reviews, ratings, and often videos to help users understand the
product better. The review system is very important, as it allows customers to see other people’s
experiences with the product, helping them make informed decisions.

The checkout process is simple and fast. Customers can add items to their cart and pay using
multiple payment options, including credit cards, gift cards, or Amazon Pay. The website also
supports one-click purchases for users who want to buy quickly. After placing an order, users can
track their delivery in real-time from the "Your Orders" section.

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Amazon’s website also acts as a platform for third-party sellers. These sellers can list their products
on Amazon, which gives customers more variety to choose from. Amazon earns a commission
from these sales, making the marketplace an important part of its business.

Finally, the website integrates services like Amazon Prime, where members get free shipping,
access to exclusive deals, and additional benefits like Prime Video. With its easy navigation,
advanced search tools, and personalized experience, Amazon’s website ensures that customers can
shop quickly, efficiently, and comfortably.

COMPETITOR LANDSCAPE

Amazon operates in a highly competitive environment, facing challenges from global and regional
players across various industries. Its competitors leverage different strategies, strengths, and
market niches to compete with Amazon’s dominance in e-commerce, cloud computing, logistics,
and other sectors. Understanding this competitive landscape highlights Amazon’s position and the
strategies it employs to maintain its edge.

Alibaba: As a leader in the Asian market, Alibaba is one of Amazon’s strongest competitors. It
focuses on wholesale, business-to-business (B2B), and consumer-to-consumer (C2C) models,
making it particularly attractive to sellers and small businesses. Alibaba’s platforms, including
Taobao and Tmall, provide a massive network for both buyers and sellers. Additionally, its lower
operational costs enable competitive pricing, challenging Amazon’s pricing strategy. Alibaba’s
strong presence in China and its growing international expansion make it a formidable rival.

AliExpress: AliExpress, a subsidiary of the Alibaba Group, is known for catering to price-
sensitive shoppers worldwide. Its business model connects consumers directly to manufacturers,
mostly in China, which allows it to offer extremely low prices and a wide variety of products. This
affordability is a key advantage, especially for budget-conscious customers. AliExpress also
provides free or low-cost shipping for many products, although delivery times can be much longer
than Amazon’s due to international shipping. While AliExpress cannot match Amazon’s speed or
customer service, it is a strong competitor for those who prioritize cost savings over convenience.
Its focus on affordability makes it a popular choice, especially for international shoppers looking
for deals.
Mercado Libre: Mercado Libre is the leading e-commerce platform in Latin America, dominating
markets like Mexico, Argentina, and Brazil. Its success lies in its deep understanding of the
region’s unique needs. For example, it offers flexible payment methods, including installment
plans and options for customers without access to credit cards, addressing financial barriers that
are common in these markets. Mercado Libre also has a robust logistics system called Mercado
Envíos, which ensures reliable and fast delivery for its customers. While Amazon competes in
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Latin America, Mercado Libre’s localization strategies and customer trust give it a significant
advantage. However, its reach and technological scale are more limited compared to Amazon’s
global operations.

Walmart: Walmart, with its extensive brick-and-mortar footprint, is another major competitor,
particularly in North America. The company has heavily invested in e-commerce, blending its
physical stores with online shopping to create an omnichannel experience. Walmart’s grocery
delivery service and competitive pricing make it a direct threat to Amazon’s market share,
especially in essential goods. Walmart’s acquisition of companies like Flipkart in India has further
strengthened its position in global markets.

eBay: While eBay focuses on auctions and second-hand goods, it appeals to a niche audience that
Amazon’s marketplace does not fully address. eBay’s model allows sellers to auction rare or used
items, which attracts customers looking for unique or affordable products. Although eBay does
not compete directly with Amazon in terms of scale or product variety, it maintains a loyal
customer base and a distinct market segment.

Target: Target’s competitive edge lies in its curated product selection, affordability, and emphasis
on style. Unlike Amazon, which focuses on a vast product catalog, Target prioritizes quality over
quantity, appealing to customers seeking high-quality and trendy items. Its investment in e-
commerce and same-day delivery services, such as Shipt, makes it a growing competitor in the
online retail space.

STRENGTHS AND WEAKNESSES OF COMPETITORS

Alibaba: Strengths include low operational costs, extensive supplier networks, and dominance in
the Chinese market. However, its international expansion faces regulatory and cultural challenges.

Walmart: Walmart’s strengths are its physical presence and omnichannel approach, but it
struggles to match Amazon’s technological innovation.

eBay: eBay’s auction-based model is unique, but its platform lacks the diversity and convenience
of Amazon’s offerings.

Target: Target excels in quality and customer experience but cannot compete with Amazon’s scale
and global reach.

The competitive landscape highlights the diverse challenges Amazon face

s in its various lines of business. Each competitor brings unique strengths, whether in regional
dominance, pricing strategies, or specialized services. Amazon maintains its lead through its
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integrated ecosystem, technological innovation, and customer-centric approach. However, as
competitors continue to evolve and expand, Amazon must consistently adapt its strategies to
sustain its dominant position in the global marketplace.
AMAZON STRENGTHS AND WEAKNESSES

Strengths Weaknesses
Leader in online shopping: Amazon is the Dependence on AWS: A large part of
biggest online store in the world, offering Amazon’s profit comes from AWS, making it
millions of products. vulnerable if competition grows.
Fast delivery services: Amazon Prime and its
large network of warehouses make deliveries Workplace issues: There are frequent
quick and reliable. complaints about worker conditions in
Technology focus: Amazon uses artificial warehouses.
intelligence and data to recommend products
and improve shopping. High competition: Companies like Walmart,
Amazon Web Services (AWS): AWS is the Alibaba, and eBay challenge Amazon’s
top cloud service provider, earning a lot of position.
money for Amazon. • Environmental concerns: Amazon’s
Variety of income sources: Amazon earns packaging and delivery system have a large
from online sales, subscriptions (Prime), carbon footprint.
devices (Echo, Kindle), cloud services, and
entertainment (Amazon Studios).

COMPETITIVE ADVANTAGE

Amazon’s competitive advantage is its integrated ecosystem that combines technology, logistics,
customer focus, and diverse income streams. This allows Amazon to dominate the market, keep
prices low, deliver quickly, and continuously innovate. Amazon’s competitive advantage lies in
its ability to seamlessly integrate technology, logistics, and customer focus into a powerful
ecosystem that dominates the global market. Through relentless innovation, efficient operations,
and a deep understanding of consumer behavior, Amazon has positioned itself as an industry
leader, delivering unmatched value to its customers and stakeholders.

Technological Superiority

Amazon leverages cutting-edge technology to maintain a competitive edge. Its proprietary

algorithms analyze customer behavior, enabling the company to deliver highly personalized
recommendations. This data-driven approach enhances the shopping experience while increasing
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Unmatched Logistics and Delivery Network

Amazon’s vast and efficient logistics infrastructure sets it apart from competitors. With over 1,500
warehouses worldwide and an expanding fleet of delivery vehicles, drones, and air cargo planes,
Amazon can fulfill orders with speed and precision. The introduction of Amazon Prime has
redefined customer expectations, offering fast, often same-day, delivery services.

This logistical advantage enables Amazon to reach customers in even the most remote areas,
outperforming rivals like Walmart and Target, which still rely heavily on third-party shipping
services.

Customer-Centric Approach

Amazon’s relentless focus on customer satisfaction is a cornerstone of its success. The company
continually invests in features that prioritize convenience, such as one-click purchasing, easy
returns, and 24/7 customer support. By placing the customer at the center of its operations, Amazon
fosters loyalty and builds trust, ensuring a steady flow of repeat business.

Additionally, initiatives like Amazon Prime, which offers exclusive benefits such as free shipping
and access to streaming services, create a sense of value and exclusivity. This subscription-based
model not only enhances customer retention but also generates recurring revenue for the company.

Diverse Revenue Streams

Amazon’s ability to diversify its revenue streams is another significant advantage. While e-
commerce remains its core business, the company has expanded into various sectors, including:
•Cloud Computing: AWS accounts for a substantial portion of Amazon’s profitability.
•Digital Streaming: Platforms like Prime Video and Amazon Music cater to
entertainment needs.
•Consumer Electronics: Devices such as Echo, Kindle, and Fire TV strengthen
Amazon’s ecosystem.
•Advertising: Amazon’s advertising services generate billions annually by allowing
brands to target customers on its platform.

Innovation and Continuous Improvement

Amazon’s culture of innovation keeps it ahead of the curve. From pioneering one-click purchasing
to developing cashier-less stores through Amazon Go, the company continually challenges

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traditional retail models. Investments in emerging technologies, such as artificial intelligence,
robotics, and drone delivery, ensure that Amazon remains at the forefront of industry disruption
ADVERTISING OR MARKETING ACTIONS

Advertising Marketing actions

Sponsored Poducts: Amazon Prime Membership
These are ads that promote individual Amazon uses Amazon Prime as a key
products and appear on search result pages or marketing tool to build loyalty and increase
product detail pages. Sponsored Products help customer retention. The service offers benefits
sellers increase their product visibility directly like free two-day shipping, exclusive content on
to shoppers who are actively looking for Prime Video, and early access to sales. Amazon
similar items. heavily promotes Prime through email
marketing, social media ads, and Prime Day,
creating a sense of urgency and exclusivity that
encourages customers to subscribe.
Amazon Stores: Social Media Marketing
Brands can create their own personalized, Amazon uses social media platforms like
multi-page storefronts on Amazon. This helps Facebook, Instagram, Twitter, and LinkedIn
them build their brand identity and provide to engage with customers and promote
customers with an immersive shopping products. On Instagram, Amazon uses visual
experience. advertising to showcase popular or new items,
while Twitter is used for updates, promotions,
and customer service. These platforms help
Amazon reach different customer groups and
create brand awareness.
Sponsored Products: Affiliate Marketing Program
These are ads that promote individual Amazon’s Affiliate Program allows third-
products and appear on search result pages or party website owners to earn commissions by
product detail pages. Sponsored Products help promoting Amazon products on their platforms.
sellers increase their product visibility directly This strategy helps Amazon expand its reach by
to shoppers who are actively looking for using influencers and bloggers to promote its
similar items. products across the web.
Sponsored Brands: Targeted Product Recommendations
Sponsored Brands (formerly known as Amazon uses its vast data to personalize the
Headline Search Ads) showcase a brand’s shopping experience. By tracking customer
logo, a custom message, and a selection of behavior, such as search history, past purchases,
products. These ads appear at the top of search and browsing patterns, Amazon recommends
results and help drive brand awareness. products that match individual preferences.

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Key Benefits of Amazon Advertising

Targeted Reach: Amazon’s vast customer data allows advertisers to target users based on their
interests, shopping behavior, and demographics.
High Conversion Rate: Since Amazon is already a shopping platform, ads often lead directly to
conversions (purchases).
Cross-Platform Reach: Ads can appear on Amazon’s own site, its apps, and external websites,
increasing visibility and engagement.

AMAZON MARKETING

Amazon’s marketing strategy focuses on meeting customer needs through convenience,

personalization, and innovative technology. The company uses a customer-centric approach,
offering services like Amazon Prime to build loyalty with fast delivery, exclusive content, and
early access to deals. By leveraging vast amounts of customer data, Amazon provides personalized
product recommendations, targeted emails, and tailored ads, creating a unique shopping
experience. Its marketing includes major events like Prime Day and Black Friday, which drive
massive sales through discounts and promotions. Amazon also utilizes social media to engage with
customers, promote products, and track trends, while its advertising platform helps brands reach
the right audiences. This combination of personalization, advanced technology, and customer
engagement allows Amazon to maintain its dominance in the market.

SIZE AND LINE OF BUSINESS OF AMAZON

Size:
As of 2024, Amazon has a market value of over $1.5 trillion. It is one of the largest and most
valuable companies globally, with a significant presence in various industries.
Lines of Business
Amazon, one of the most influential companies globally, operates across a wide array of
business lines. These diverse ventures allow Amazon to generate multiple revenue streams,
ensuring growth, innovation, and resilience in highly competitive markets. Below is a
detailed overview of Amazon’s primary lines of business:
E-commerce: Amazon’s e-commerce platform is its foundation and remains the largest
online marketplace worldwide. Offering millions of products across categories like
electronics, clothing, groceries, and more, Amazon caters to both individual and business
consumers. Key features include:
Amazon Marketplace: A platform for third-party sellers to list and sell their products,
often competing with Amazon’s in-house brands.
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 Amazon Fresh and Whole Foods: Grocery delivery services that integrate online
and offline shopping.
Prime Membership: Exclusive benefits like free shipping, early access to sales,
and streaming services, creating a loyal customer base.

Digital Streaming and Entertainment

Amazon Prime Video: A streaming service offering movies, TV shows, and

original content.
Amazon Music: A platform competing with Spotify and Apple Music, providing
millions of songs and podcasts.
Amazon Studios: Produces award-winning films and series, further establishing
Amazon as a major player in digital entertainment.

Consumer Electronics

Amazon designs and sells innovative devices that integrate seamlessly with its ecosystem.
These include:
Amazon Echo and Alexa: Smart speakers powered by voice-activated AI.
Kindle: A popular e-reader device.
Fire TV and Tablets: Devices that enhance media consumption and connectivity.

These products not only generate revenue but also enhance customer engagement by
creating an interconnected user experience.

Logistics and Delivery Services

Amazon has revolutionized logistics with its efficient delivery systems. Highlights include:
Fulfillment by Amazon (FBA): A service allowing sellers to store and ship
products using Amazon’s infrastructure.

Advertising Services

Amazon has become a dominant player in digital advertising. By leveraging its vast data
on customer behavior, Amazon offers targeted ad services through:
Sponsored Products and Brands: Ads displayed on search result pages.
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Display Ads: Ads placed on Amazon’s website and external partner platforms.

Physical Retail

Amazon has ventured into brick-and-mortar retail through:

Whole Foods Market: A chain of organic grocery stores acquired in 2017.
Amazon Go: Cashier-less stores that use advanced technology to automate shopping.
Amazon Style: Stores that combine fashion retail with technology to personalize shopping
experiences.

Subscription Services

Subscription-based models drive recurring revenue for Amazon. These include:

Amazon Prime: Memberships offering exclusive benefits across shopping, streaming, and
reading.
Kindle Unlimited: Access to a library of e-books for a monthly fee.
Audible: A platform for audiobooks and podcasts.
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Business Solutions (Amazon Business)

CURRENT TARGET MARKET OF AMAZON

Primary Target Market:

Middle and Upper-Class Consumers: These customers seek convenience, variety, and fast
delivery. They are typically tech-savvy individuals who are comfortable with online shopping and
prefer to make purchases from home. This group values the convenience of Amazon Prime, which
offers benefits like fast shipping, streaming services, and exclusive deals.
Secondary Target Market

Businesses (B2B): Amazon also targets businesses through Amazon Web Services (AWS) and
Amazon Business. AWS provides cloud computing solutions for enterprises, while Amazon
Business offers a platform for companies to purchase bulk goods and office supplies at competitive
prices. This segment helps Amazon generate significant revenue beyond consumer e-commerce.

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SOCIAL MEDIA IMPACT ON AMAZON'S PRICE STRATEGY

Social media has a significant impact on Amazon's pricing strategy, allowing the company to
adjust prices dynamically based on customer behavior, trends, and competition. Here’s how social
media influences Amazon’s pricing:

Real-Time Trend Analysis: Amazon 17monitors social media platforms like X, Facebook, and
Instagram to track trending products and popular consumer interests. If a product gains traction
or is frequently discussed, Amazon may adjust its pricing strategy to reflect this demand. For
example, if a certain gadget becomes viral on social media, Amazon might increase the price due
to higher demand or offer discounts to attract more buyers.

Targeted Discounts and Promotions: Social media ads allow Amazon to segment its audience
and offer personalized discounts. Based on customer behavior (likes, comments, or shares),
Amazon can provide targeted deals, often using dynamic pricing. If a product is promoted heavily
on social media, Amazon may offer time-limited discounts to encourage immediate purchases and
capitalize on the increased interest.

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CONCLUSIONS

ALATORRE PICHARDO JUAN ANTONIO

Amazon’s rise as a global leader in multiple industries can be attributed to its customer-
centric approach, innovative mindset, and relentless pursuit of efficiency. From its e-
commerce platform to its groundbreaking cloud computing services, Amazon continuously
redefines convenience and personalization. By leveraging data, technology, and logistics,
the company has not only shaped consumer behavior but also set a high standard for
competitors. Despite challenges, Amazon’s adaptability and commitment to innovation
ensure its dominance in the ever-evolving global market.
Amazon’s competitive advantage stems from its ability to combine technology, logistics, customer
satisfaction, and diversification into a cohesive strategy that outpaces rivals. By continually
innovating and focusing on long-term growth, Amazon sets the standard for modern businesses.
Its integrated ecosystem and relentless drive to enhance the customer experience ensure that it
remains a dominant force in the global marketplace for years to come.

ANGUIANO SILVA MARIO ABDIEL

While Amazon has achieved remarkable success, it faces significant challenges, including
environmental concerns, workplace criticism, and growing competition. Addressing these issues
will be crucial for sustaining its market leadership. However, Amazon’s ability to integrate diverse
business lines, from entertainment to cloud computing, demonstrates its resilience and vision. By
balancing growth with responsibility, Amazon can continue to expand while meeting evolving
customer expectations and societal demands. Amazon’s diverse business lines reflect its strategy
of continuous innovation and market expansion. By entering new industries while dominating
established ones, Amazon ensures long-term growth and resilience. Its ability to integrate
technology with customer-centric solutions enables it to redefine traditional business models,
setting the benchmark for global corporations

CORTES CASTRO INGRID ARIADNA

Amazon has revolutionized commerce and technology globally; its focus on innovation, customer
service, and continues expansion positions it as a leader multiple industries. However, it must
address challenges like sustainability and government regulation to maintains its dominant
position.

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Amazon’s position as a global leader stems from its unwavering focus on the customer. The
company has consistently placed convenience, personalization, and efficiency at the core of its
operations. Its ability to provide millions of products across categories, combined with fast
delivery and a seamless user experience, has transformed how consumers shop. Innovations like
one-click purchasing, personalized recommendations, and Alexa integration reflect Amazon’s
dedication to meeting customer needs in increasingly creative ways. Beyond retail, Amazon has
diversified into areas such as cloud computing and entertainment, showcasing a forward-thinking
approach to business. Despite facing criticism over workplace conditions and environmental
impact, Amazon continues to innovate and redefine industry standards. By maintaining its
customer-first strategy while addressing societal concerns, Amazon has the potential to solidify its
legacy as a pioneer in modern commerce.

HERNANDEZ DE JESUS CARLOS DANIEL

Amazon’s journey to becoming a global powerhouse has not been without its challenges. Critics
frequently highlight issues related to labor practices, environmental sustainability, and its
competitive tactics. These concerns pose risks to Amazon’s reputation and long-term growth.
However, the company has shown a remarkable ability to adapt to market changes and embrace
new opportunities. Its foray into diverse industries such as cloud computing, logistics, and
entertainment demonstrates a resilience and vision that few companies can match. Amazon’s
ability to leverage its massive scale and technological expertise has allowed it to remain ahead of
competitors like Alibaba, Walmart, and eBay. For Amazon to sustain its growth, it must balance
its aggressive expansion with a commitment to corporate responsibility, ensuring that it continues
to innovate while addressing these critical challenges head-on.

SANCHEZ CORONA SURIH ZOE

Intelligence, advanced analytics, and state-of-the-art logistics to create an integrated

ecosystem that serves customers with precision and efficiency. Tools like personalized
recommendations, image search, and Alexa-enabled shopping have set Amazon apart from its
competitors, making it a preferred choice for millions of consumers. Beyond retail, Amazon Web
Services (AWS) has revolutionized cloud computing, empowering businesses globally with
reliable and scalable infrastructure. This technological edge is one of Amazon’s greatest assets,
allowing it to adapt to changing consumer demands and explore new market opportunities. As
Amazon continues to grow, its ability to lead with innovation will be crucial in maintaining its
competitive advantage and addressing emerging challenges in a rapidly evolving global economy.

Amazon’s impact on the world extends far beyond its origins as an online bookstore. The company
has redefined commerce, technology, and entertainment on a global scale. With its diverse lines
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of business ranging from e-commerce to cloud computing, digital streaming, and logistics—
Amazon has become a cornerstone of modern life. Its presence in industries such as advertising
and AI further cements its role as a global innovator. However, with this influence comes
responsibility. As Amazon continues to expand, it must address growing concerns around
sustainability, ethical practices, and social impact. By prioritizing these areas, Amazon can
maintain the trust of its customers and stakeholders while continuing to shape the future of
business. Its ability to innovate, adapt, and lead will ensure that Amazon remains at the forefront
of global progress, setting an example for other companies to follow.

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Boykiv, Y. (2024, julio 5). From likes to listings: How social media is transforming Amazon sales.
Forbes. https://www.forbes.com/councils/forbesbusinesscouncil/2024/07/05/from-likes-
to-listings-how-social-media-is-transforming-amazon-sales/

Gomez, F. (s/f). A guide to amazon’s pricing strategy | boardfy. Recuperado el 1 de diciembre de

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pro.com/amazon?gad_source=1&gclid=Cj0KCQiAr7C6BhDRARIsAOUKifihgIW8YLQ
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