Digital Marketing

Amazon

Introduction

Amazon is an American electronic commerce and cloud computing company

with headquarters in Seattle, Washington. It is the largest Internet-based retailer
in the United States. Amazon launched its India marketplace in June 2013,
offering two seller programs: 1) Selling on Amazon; and 2) Fulfilment by
Amazon (FBA). Earlier, in February 2012, Amazon officially entered the India
market via the launch of Junglee.com, its shopping comparison site.
What all Digital Marketing they Leverage?

• Amazon SEO: Optimizing keywords and the performance of a product or

a product page to improve the organic ranking in the Amazon search. Most
Amazon SEO measures are free of charge (Non-Paid). Amazon SEO takes
place on the Amazon platform (On-Amazon).
• Amazon Advertising: Various Amazon advertising formats and
promotions to endorse brands or individual products. Advertisement on
Amazon is usually subject to a fee (Paid). Depending on the format,
advertising takes place directly on Amazon or other websites or platforms
(On- and Off-Amazon, respectively).
• External Marketing Measures: Paid and Non-Paid marketing formats
that are not offered directly by Amazon and are conducted through external
channels (Off-Amazon).
What all campaigns they run through?

• #AurDikhao
• #ApniDukaan
• #MomBeAGirlAgain
• #AdjustNoMore
• Amazon Great Indian Sale
• A to Z Products
What type of products and services they marketed?

Amazon.com's product lines available at its website include several media

(books, DVDs, music CDs, videotapes and software), apparel, baby products,
consumer electronics, beauty products, gourmet food, groceries, health and
personal-care items, industrial & scientific supplies, kitchen items, jewellery,
watches, lawn and garden items, musical instruments, sporting goods, tools,
automotive items and toys & games.

Amazon.com has a number of products and services marketed,

• Amazon Fresh
• Amazon Prime
• Amazon Web Services
• Alexa
• Appstore
• Amazon Drive
• Echo
• Kindle
• Fire tablets
• Fire TV
• Video
• Kindle Store
• Music
• Music Unlimited
• Amazon Digital Game Store
• Amazon Studios
• Amazon Wireless
What all platforms they used?

• Search Engine Optimisation (SEO)

• PPC Advertising
o Google AdWord
o Facebook
o Twitter
o Instagram
o YouTube
• Emails / Newsletters
• Blogs / Expert Forums
What is their marketing SWOT?

Short listing the competitors of Amazon depends on what business sector of

Amazon is being considered. Apple would be the largest competitor when
considering book or content related delivery such as books, movies, magazines,
and audiobooks. The itunes store will always be a threat to the amazon store
because of Apples devices like the ipad, iphone, and Macbook. When considering
web services Google would emerge as the largest competitor.

Walmart is the biggest threat to Amazon in US as reports roll in of various

attempts to compete with the large online retailer. Reports of Walmart testing a
locker system for consumers where shoppers can order and pay online and pickup
at their convenience are surfacing.

Walmart is also still testing same-day delivery in four cities and remains the
fourth largest online retailer. Walmart rakes in about $9 billion in Internet sales,
which Amazon more than doubles in a quarter. However, Amazon does not have
the physical structure base that Walmart has to start with.
In developing countries as well as in developed, there are many local portals
which give tough competition to Amazon. For example – Snapdeal, Flipkart are
some of the competitors of Amazon. Similarly, groupon, first cry (targeted
towards moms) are specialised e-commerce portals which take away traffic from
Amazon. Thus, these local competitors of each country also react strongly to
Amazon’s presence.

Market analysis in the Marketing strategy of Amazon- The global E-commerce

market is still in the evolving phase. With the adaptation of technology in the
developing economies customers are now becoming more comfortable with
online shopping. Fierce competition from Biggies like Alibaba, eBay, start-ups
& local ecommerce players like Flipkart, Snapdeal is more of resulting into
overall growth of the industry which is good for the industry.
What is their competitor analysis / competition?

• Alibaba

Alibaba, a top e-commerce company, has its origin from China and it was
founded in the year 1999. It is a platform for wholesale trade. Alibaba.com
caters to many buyers and sellers across the world.Alibaba.com has bought
a change in businesses activities for its operations, sales, and marketing.
This top e-commerce company provides the services that are technology
enabled. It enables the merchants and other business to influence the usage
of internet to communicate and deal with their customers and users.

Alibaba.com is a one-stop platform which focuses on many products across

various categories that include electronics, clothing, machinery, home and
garden and many more. This top e-commerce company is accessible
anytime and anywhere through the technology platform that they provide
to the users. Due to its core commerce and usage of technology like cloud
computing and digital media in the business, it is considered as Amazon
competitors.

• Walmart

Also regarded as a top competitor for Amazon, Walmart is like the normal
Walmart store. Walmart.com provides a wide range of products that are of
supreme quality. Apart from products they also provide friendly service
and have daily offers at low prices.

Walmart, headquartered in San Francisco in the year 2000 is a controlled

by Walmart stores, Inc. The main goal of this top e-commerce company is
to get their customers a unique approach to shopping on the internet.

Walmart.com caters to many products across various categories. This

company also provides various kinds of the gift card which can be
 redeemed at Walmart stores. The Walmart gift cards can be managed
through their website itself. Due it its various unique features, Walmart is
considered as one of the top Amazon competitors.

• eBay

Also regarded as a top competitor for Amazon, eBay is yet another top e-
commerce company which is a multinational corporation. It is based in San
Jose, California. It provides a user-friendly website to its customer and
mainly focuses on C2C and B2C e-commerce.

eBay is an online marketplace where customers and business people

communicate to buy and sell the products. It is the world’s largest shopping
mall on the internet. eBay provides an extensive range of products under
various categories like fashion, electronics, furniture, home appliances and
many more.

eBay platform helps the sellers to conduct their online and offline business
smoothly. Due to the efficiency of being able to connect many buyers and
sellers across the world, eBay is considered as one of the top Amazon
competitors.

• Flipkart

The famous and top e-commerce company, Flipkart is headquartered in

Bangalore. It was founded in the year 2007. It is the biggest online store
for apparels, furniture, beauty care, electronics and many more.

It has about 100 million registered users and 100 thousand registered
sellers. It provides 24X7 customer service. The customers can place an
order by using their website or their app. By using their user-friendly
interface, the customers will have a smooth flow of purchase starting from
 selecting the product, payment, tracking the order and delivery of the
product.

• Netflix

An American entertainment company, Netflix is headquartered in

California, United States. Netflix has their core business functions in
streaming media, video-on-demand online. Netflix is one of the leading
entertainment services over the internet across the world. It is estimated to
have about 117 million members across 190 countries that make use of
Netflix online entertainment channel to more than 140 million hours of
programs. Users of Netflix can watch anything at any place without having
a limit. Users can also make use of various operations like pause, play,
resume etc. while watching the online entertainment channel. Due to their
excellent services and bandwidth provided to the users, Netflix is
considered as one of the top Amazon competitors.

• Facebook

Facebook stores and facebook advertising taking away the money from
Amazon advertising.

• Google

Small E-commerce players who advertise via google and take away the
market share.
What is recommended to give to them to improve their Digital
Marketing efforts?

Despite what many would have you believe, while Amazon is dominant in certain
spaces and areas, advertising isn’t one of them, and it will probably never
overtake Facebook and Google in advertising market share. One of the primary
reasons for this, is geography.

Amazon may ship to a number of countries, but it doesn’t have operations in all
of them. As a result of this, advertisers in specific markets will focus on the local
equivalents, such as Lazada in South-East Asia, Rakuten in Japan and the ever-
expanding Alibaba and JD.com in China (and beyond).

In addition to that, those operating in the B2B space like enterprise software, law
firms, architecture companies and so on, will always focus an element on online
advertising (mostly on Google, a fair bit on LinkedIn, and a little bit on Facebook)
with a bigger element on offline advertising.

• Researching the right products to sell & advertise

• Compile search data & competitive keywords
• Create customer-centric and software-centric product
• Optimize these non-SEO elements for maximum success listings
• Utilize your data
• Embrace social media
• Produce empathetic customer experiences
• Speak to your true audience
• Utilize reviews