Amazon has become the largest internet retailer in the United States. They launched their online book store in 1995 and now sales almost anything and everything an average consumer would want (Harvard Business Review, 2011). They offer things like books, cd’s, electronics, food, clothes, and so much more. They offer products directly from their warehouse as well as allowing every day people to buy and sell through the site. I think this is probably one of the things that have made Amazon so successful. (, 2011)

By allowing individuals and businesses access to the site to sell new and used products, it has probably created a web like effect allowing their business to grow. Almost anything that is able to be shipped and is legal, can be posted and sold at whatever price the person or business sets. Many small home based businesses sell exclusively through Amazon and rely on them for the majority of their income. Having this kind of capability available to consumers and sellers makes retail shopping fun, less expensive, and most importantly convenient.


Most people in today’s societies are big on saving money and will do necessary research to find the best deal possible. For many consumers having the ability to compare new and used prices of a product allows for easy decision making. Amazon has seemed to have mastered this in their storefront, and this helps generate a very high volume of traffic and sales.

Another important part of Amazons success is their affiliate program. The program allows website owners and blog writers the capability to earn extra income in exchange for advertising products and web banners that link back to Amazon. There are two options for affiliates, they can either sign up for the pay per click program or earn a percentage from the sale that is made when a product is purchased from the consumer who followed the link. This program is great for both Amazon and the affiliate by generating income for both parties and creating a very large network of referring traffic back to Amazon. (, 2011)

Amazons other marketing strategies seem to be very successful. They use a wide array of techniques that appeal to consumers and increases consumption and popularity. Amazon has an easy to navigate webpage for both inexperienced and advanced shoppers. As soon as you arrive on the website, you are immediately greeted with a large list of top sales, deals, coupons, and low offers on products. The page layouts are simple and allow customers to easily find their way around, helping find exactly what they are looking for at a great price. Having this type of appeal goes a long way with customers; it’s like walking into a clean, well arranged local business.

With the concepts of marketing concepts of sales and discounted prices, Amazons homepage is updated multiple times a day allowing people to feel like they are in a real store while sitting at their computer. The advantage of this is that it encourages customers to come back periodically and check to see if they are offering new deals. This increases the chances of sales and also builds traffic to keep Amazon on the top in their industry. This web traffic helps Amazon maintain high search engine rankings as well, so that when people are searching a particular product, it will probably link back to Amazon within the first few search results.

Amazon has also become very effective at creating and maintaining customer loyalty. Customers are able to create personal online accounts with Amazon, this allows their information to be tracked and maintained by Amazon. They offer rewards, discounts, and even free two day shipping for people who have become prime members. Amazon has even teamed up with visa to offer an Amazon card that gives the consumer thirty dollars off on their first purchase and three percent off on every purchase made with the card. It is the small things like ones that I have mentioned that allows Amazon to stay on top with customer loyalty. (, 2011)

Security also seems to be something that Amazon strives to maintain. There are many hackers that would love to break into their systems and gain access to people’s credit card and other personal information. Amazon takes pride in the fact that they have never been compromised. They protect the security of consumer’s information during transmission by using Secure Sockets Layer (SSL) software, which encrypts information that is inputted.  Consumers can definitely take comfort in knowing that their personally information is protected and can have a great shopping experience. (, 2011)

In my opinion, it seems that Amazon has evolved and adapted to the rapidly changing world of ecommerce. The company started small and quickly realized that they will have more success if they meet consumer demands. Amazon’s willingness to change is probably the reason it has become the large successful business they are today. They understand the importance of consumer satisfaction, and they maintain it by offering a safe, fast, and easy to navigate online ecommerce business. Everyone I socialize with uses their site on a regular basis, and I could not imagine a world without Amazon.

Amazons online presence is one of the largest and most successful in the world, and as a small e-commerce business owner, I have taken pride in learning from their business model. My business is an affiliate of Amazon and even started out selling products through Amazon. There are many things that I try to incorporate into my business that they use, and I have seen results by making some of these changes and following their lead. I started shopping on Amazon around 2001, and I have never had a negative experience in the nine years I have been doing business with them. They seem to have what it takes to maintain their status as a giant among millions of other online retailers. Online retail is slowing inching its way to being the norm of the future for shopping, and there is no doubt that Amazon is part of this push.


Amazon Associates Program (2011). Retrieved from

Amazon Conditions of Use (2011). Retrieved from

Amazon Prime (2011). Retrieved from

Amazon Privacy Notice (2011). Retrieved from

Harvard Business Review. Kirby, J, & Stewart, T. (2011). The Institutional Yes, Retrieved from


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