An audit of Amazon Brand Strategy, through the analysis of Amazon Brand Positioning.

Category: Tag:

Amazon Brand Strategy - Amazon Brand Positioning - Amazon Brand Audit

Using our Brand Strategy key framework - the Brand Key - we look at Amazon strategy by analyzing the Amazon roots, targets, insights, benefits, RTBs, discriminator, personality, and essence.

The output is based on an external assesment - or a brand audit - of the brand strategy for Amazon, in which we take in consideration the marketing execution and press coverage for the brand. Au audit based on Desk Research and External experts interviews.

Key Features

Brand Positioning - Target

Most helpful for:

Students, Brand Professionals, Agencies, Consultants.

Brand Positioning - Benefits

Convenient & Accessible

There are two main reasons for this work: accessibility and inclusivity. We wanted this content to be easily accessible to everybody interested and actively looking for this information. We believe that access to consulting-grade intelligence on a brand strategy would be of interest for many individuals who have no consulting budgets. In addition to that, we wanted this to be inclusive by offering it at a value-driven price, affordable to most, and conveniently downloadable online.

Brand Positioning - Tech

The Product

The brand positioning is based on an external point of view. We conduct sprint brand audits- through desk research and expert interviews - and none of this work is based on proprietary or confidential data. Each positioning or audit is based on generally available data. Technical: the file is in PDF format.

Launched in 1994 as an online book store, Amazon has developed through the years to become the quintessential online retailer. Through the years, expansion took the form of new geographies, new categories, and new businesses, with Amazon being 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 dominant today as it was back then.
This audit refers to the Amazon retail brand and as an umbrella and endorser brand for consumer/B2B business.