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Amazon Positioning

Launched in 1994 as an online book store, Amazon has developed to become the quintessential online retailer. Over the years, new geographies, categories, and businesses took the form of expansion. Amazon was a top-rated movie studio and online streaming company, a logistics powerhouse, and one of the top cloud services providers.
Despite that, some of the brand values are still the same, and the sense of frugality of the brand is as dominant today as it was back then.
This audit refers to Amazon’s retail brand as an umbrella and endorser brand for consumer/B2B businesses.

Amazon is one of the biggest e-commerce platforms in the world. The company offers millions of products and services to millions of customers. As a result, it has become a household name, with people worldwide knowing and using its brand. However, Amazon’s dominance in this market has not come without challenges. Many competitors want their share of this pie (i.e., Google and Walmart). To better understand how Amazon positions itself as an innovative company that focuses on its customers’ needs, let’s take a look at some key elements:

Amazon Positioning: critical elements

Amazon is the most customer-centric company in the world. With over 350 million active customers and 100 million Prime members, Amazon has incredible data on its users to customize their experience. This data allows Amazon to make recommendations based on previous purchases and search history, so you do not have to worry about finding what you need again!

Amazon also cares deeply about its people, called “Amazonians” or associates. The company offers extensive benefits like health insurance coverage starting at day one; parental leave after 20 weeks of pregnancy or adoption; 401k matching up to 4% (or $15,000); paid time off; tuition reimbursement for courses related to your job; career progression programs for managers; stock options for employees after two years of service; work-from-home days each week if needed—the list goes on!

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There are some weaknesses that Amazon could work to improve. While Amazon is known for its low prices, it doesn’t have a strong brand image. While customers may be familiar with the name “Amazon,” they aren’t necessarily loyal to it; this could mean that shoppers might be willing to switch over to other retailers if their products are cheaper or offer more value. In addition, many people don’t know much about the company itself: they don’t know what sets them apart from other online retailers or why they should choose them over competitors like Walmart or Target.

In summary, there are several areas where Amazon needs improvement for its brand positioning strategy to succeed:

  • Customer experience – If customers do not feel like they are getting good value from shopping at Amazon (e.g., if they feel like their product arrives damaged), they will likely go elsewhere next time and never return! This can lead directly to problems attracting repeat business because those potential new buyers will go elsewhere (which means less revenue).


As you can see from the previous sections of this paper, the Amazon brand is in an excellent position to continue its growth. This section will explore some available opportunities for them to pursue as they continue their growth.

The first opportunity I found was related to the fact that Amazon’s customers had high expectations of them, and there was nothing like them in the market. With this unique position, they could have increased their prices and maintained customer loyalty because no one else offered what Amazon did at those higher prices. For example, if Apple were starting today and wanted to make an iPhone but couldn’t afford it, they would still be able to charge $3,000 for each phone without having any concerns about losing customers (as long as they were getting enough sales). Therefore, instead of trying to compete with other companies on price or features alone (which often leads to expensive advertising), Amazon could have focused instead on innovating on different fronts, such as marketing strategies or supply chain management processes, which would allow them greater control over costs but still keep quality high while also increasing profits over time since the price per unit becomes less critical when selling large quantities (eBay example above).

Another option would be focusing more heavily on branding efforts, such as building brand awareness through advertising campaigns rather than relying only on word-of-mouth referrals from happy customers who already know about your service/product lineup before making purchases again later down the road…etc.

Are there threats to Amazon’s Brand Strategy?

Amazon is facing threats from several different sources. First, competitors like Walmart and other retailers can offer services similar to Amazon’s at lower prices. Second, tech companies like Google seek to make their inroads into the e-commerce industry by providing search results supporting their products. Finally, competitor Apple has begun releasing hardware with built-in voice assistants directly competing with Alexa‘s capabilities.

Amazon Positioning: customers

Amazon’s target group is the customer. The customer buys products, uses Amazon services, and shops on Amazon.

The customers are different from each other in many ways:

  • They have different needs/wants, which can be linked to their age, gender, or location.
  • They have different budgets, which can be related to their income level or social status.

Positioning Vision: Earth’s most customer-centric company.

Amazon is the most customer-centric company on the planet. It’s committed to making customers happy, with a focus on the following:

  • Customer centricity—A primary goal of Amazon’s business is to create an outstanding experience for the customer to experience their loyalty, trust, and repeat business. They want to be seen as having the best customer service in the world.
  • Putting customers first—Amazon believes that every decision they make should be driven by a desire to provide great value, convenience, and selection for their customers. They aim to build trust among consumers through an innovative, uniquely simple shopping experience built around convenience and speed of delivery at competitive prices.


The above brand positioning statement is an opportunity to reach a new audience and stand out from competitors. It’s also important to note that this message will only work if Amazon consistently delivers on its promise of “Earth’s most being customer-centric company.”

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