How Amazon Built a Brand That Redefined the Marketplace

In 1994, Jeff Bezos Founder of Amazon envisioned a company driven by data and customer experience. Started an online bookstore to leverage the growing internet, resulting in a pioneer e-commerce providing an extensive catalog and seamless purchasing experience. In 1997, they started going public and started expanding themselves investing in infrastructure and increasing its product categories. In 1999 it began to diversify its product offering to appeal to a broader audience by adding DVDs, electronics toys, and stuff to expand its catalogue and customer base. In early 2000 Amazon was transitioning into “Earth’s Biggest Store". In the 2000s they started a model to scale inventory and revenues, allowing third parties to list their products and earn a commission on sales while increasing product variety. This allowed Amazon to grow rapidly without additional inventory costs. In 2005, they started a strategy to lock customers into the ecosystem through a Subscription Model and this strategy increased customer retention and frequency of purchases creating customer loyalty.? In 2006 they went far and beyond by monetizing Amazon's existing Server Infrastructure AWS became a major revenue stream and established Amazon as a tech giant, not just a retailer.?

In 2011 they strengthened the ecosystem by creating proprietary devices. The Kindle offered a seamless reading experience tied to the Amazon E-Bookstore. In 2013, they enhanced their services by introducing same-day delivery in a selective market. Giving an edge over its competitors and solidifying its reputation for convenience.?

In 2015, they started to expand globally and localized their strategies to adapt to the regional market while maintaining a global identity. They entered the market in India and started featuring cash on delivery to cater to their local preferences.?

In 2017, it started to tap into the grocery market acquiring Whole Foods for 13.7 billion, bringing its expertise in supply chain management of groceries. This acquisition strengthened Amazon’s presence in brick-and-mortar retail and attracted more prime subscribers. In 2018, their broader primes appeal by bundling entertainment by executing Amazon Prime video, music, and reading became a core part of the subscription. In 2020, they thrived in a pandemic and scaled their operation to meet unprecedented demand. They expanded their logistics, added more delivery personnel, and prioritized essential items. Marketing themselves as a reliable platform for contactless shopping. In 2021, they sustained themselves as a sustainable and tech innovation pledging to reach net zero carbon emission by 2040 and investing in AI robotic and drone delivery. These initiatives strengthened Amazon's brand reputation and future-proofed its operation.?

The strategy to evolve, grow, and develop is the secret sauce for business growth. Starting from a bold vision to going public and scaling their growth to offering diversified products to a broader audience, launching into Amazon Prime and AWS is a way to show how to develop a company and expand itself into the global market. Using marketing tactics like Same-Day Delivery, Prime Membership, and Asch Conformity Theory by using “Best Seller” badge tactics. The badge appeared next to the product which was in a specific category that had the highest sales customer not only this they cater to the needs of their customers by “Recommend For You” featuring present products tailored to individual browsing and purchasing behavior.? From the very start, they have been using a Customer-Centric Approach, using fast delivery, easy returns, and personalized recommendations. Build trust with reviews and ratings by providing informative product descriptions guides and tutorials into Content Marketing Strategy using keywords and making it feasible for the customer to understand what they will exactly get. Use bundling and cross-selling strategy along with influencer and season partnerships. They cater their services as per local preferences such as COD (Cash on Delivery) in areas where online payments aren't used frequently. Using innovative logistics such as same-day delivery, drone delivery, and Amazon locker. Engaged with customers with programs like Amazon Smile. These tactics educate us on how a cream marketing strategy can turn a company into a reputable brand leveraging current scenarios adapting to the consumer's needs and transforming the company accordingly is what makes the business sustainable for a long. I will be sharing the Micro-Tactics of marketing of Amazon in my next article. Subscribe to Marketing Geek to learn more about marketing tactics and to sustain your business.??