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The Amazon logo was created to represent the message that it sells everything from A to Z (the arrow connects the two letters) and also represents the smile that customers would experience by shopping on theAmazon.com Web site (the arrow becomes a smile).

Company Overview

Amazon.com, Inc. (NASDAQ: AMZN) is an American-based multinational electronic commerce company.

Headquartered ---Seattle, Washington.

America's largest online retailer. Jeff Bezos founded Amazon.com, Inc. in 1994 and launched

it online In 1995. It started as an online bookstore. With 2.5 million titles, it became the “Earth’s Biggest

Bookstore”.

Case Study

Q1: How did Jeffrey Bezos build the “Amazon.com” brand?

Bezos had vision of making Amazon as Earths biggest book store.

Amazon was positioned as customer centric company Gave unique shopping experience to customers To promote goodwill Amazon upgraded many

of its order to priority shipping Shipping at no extra cost.

Q2: What were the reasons for Amazon.com ’s early growth?

Word of mouth such as testimonials from satisfied customers and media stories.

It had top of mind awareness amongst the customer looking to buy products online.

Trusted brand 60% of orders were from repeat customers

Q3: How did Amazon.com expand their business further?

Expanded after success of bookselling Expanded into other product categories Established sister sites in United Kingdom, Germany,

France, Spain, Japan, Austria.

Extended Products: CD’s Videos Gifts Baby Products Electronics Kitchen and Housewares Tools and hardware Toys Barbecues

Q4: What are your comments on Advertising spending of Amazon.com during 1998 and then in 1999? What prompted them to increase the spending on Ads so drastically?

Spent $50 million on series of holiday themed advertisements

Expanded product categories Started expanding globally Company’s intension of providing “the earth’s biggest

selection”

Summary Amazon is 10 years ahead of the curve and even leads strongly data-centric companies like Walmart. Amazon was built upon Jeff Bezos' vision and the four pillars of success: Customer Centricity Continuous Optimization Culture of Innovation Corporate Agilit

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