Amazon Strategic Brand Communication
Strategic Brand Communication: Amazon Case Study
Established in May 1996, Amazon Inc. provides a broad range of services and products through its online platforms and websites. The firm operates in three segments: Amazon Web Services (AWS), Amazon International and North America (Zhu and Liu, 2018, p. 2618). The products of Amazon entails the merchandise and content that it buys for resale from a variety of vendors and third-party sellers. It also manufactures and distributes electronic devices. The company offers organic and healthy food and staples across its stores through its subsidiary, Whole Foods Market, Inc. Examples of the products provided by Amazon include organic avocados, bananas, brown eggs, tilapia, salmon, baby lettuce and baby kale and organic gala to name a few. Amazon operates in the retail e-commerce sector. Like Amazon, businesses in the e-commerce industry buy and sell products through the internet.
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E-commerce is the fastest growing retail industry in the world. It is projected that by 2020, the industry will hit 4.135 trillion U.S. Dollars in sales. M-commerce (Mobile commerce) serves as a dominant platform where trade is executed in this industry. Specifically, in the U.K., the e-commerce industry was estimated at 157 billion Euros in 2015. In 2017, Amazon was among the biggest retailers in the U.K. with a market share of 29.7 per cent as shown in Figure 1 (Butler, 2019). Currently, more than 90 per cent of shoppers in the U.K. use Amazon, with 40 per cent having access to its prime subscription services. Most Amazon customers visit its website at least once every month with more than a fifth of the customers visiting the website once every week. Such statistics depict that Amazon has gained a tremendous dominance in the U.K. Its main categories of DVDs, video games and books still act as the most popular purchases according to research conducted by Mintel.