Marketing Analysis Amazon

Marketing Analysis Amazon

Amazon.com the



Hidden Empire



Three digital engines to reshape and dominate retail



Amazon.com: a digital shop around the corner...



... and a digital colossus.



Did you know: all these companies belong to Amazon...



Did you know: Amazon is also...



AmazonBasics Amazon–branded electronic products



AmazonFresh sells and delivers groceries in Seattle



AmazonStudios online social movie studio



Amazon WarehouseDeals offers discounts on refurbished products



Did you know: Amazon has had one of the fastest growths in the Internet's history...

Revenues reached within first 5 years $2,8 bn



$1,5 bn



$0,4 bn



eBay



Google



Amazon



Amazon and eBay results from 1995 to 2000, Google from 1998 to 2003. Even though Zynga ... Show more content on Helpwriting.net ...1995



1997



2010



Garage 400 sq feet



2 fulfillment centers 300,000 sq feet



50 fulfillment centers 26,000,000 sq feet



Source: Amazon.com. Warehouse image: seanau.com



Limitless categories too

Books, Music and DVD/Video 100% Media vs. others in the U.S.1 80% 60% 40% Others



20%

0%

1997 1998 1999 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010



3 categories



16 categories



By introducing two new product categories every year for almost a decade, Amazon‟s market share represents one third of U.S. e–commerce sales.2

1Amazon.com 2RBC



Case study: from books to music (1995–1998)

Contrary to books, Amazon.com was no first–mover in music e–retailing. But the company went back to work and used the same cocktail:



Large selection

130k titles, 280 sub–genres



Convenience "most efficient song search of the web" (NYT)



Low prices up to 30 % discount on some albums



Largest online seller of music...



in 120 days!

Amazon acquired CDNow in 2002 and

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