Get The Free Sample Complete
SWOT & PESTLE Analysis Report
This report is shared in order to give you an idea of what the complete SWOT & PESTLE analysis report will cover after purchase. We invest deep in order to bring you insightful research which can add tangible value to your business or academic goals, at such affordable pricing.
Get this report delivered straight into your email inbox for free. You also agree to receive email updates from us on our new reports and solutions.
Get Your Free Summary Copy of the
SWOT & PESTLE Analysis Report
Get the summary SWOT & report delivered straight to your email inbox for free. Our insightful and holistic reports have helped corporates, academia and researchers take their research forward. You also agree to receive email updates from us on our new reports and solutions.

Amazon Inc. SWOT & PESTLE Analysis

ID : 52113253| Oct 2020| 23 pages


Business Sector :Retail, E-commerce and Cloud computing

Operating Geography :North America, United States, Global

About Amazon :

Amazon, is an American e-commerce and cloud computing company, founded by Jeff Bezos in 1994 headquartered in Seattle, Washington. It is the largest Internet-based retailer in the world by total sales and market capitalization. In 2015, Amazon surpassed Walmart as the most valuable retailer in the United States by market capitalization. Their three different operating segments include North America, International, and Web Services. Amazon has three business models, its retail operations are spread across Amazon Retail where the company procures inventory which is stored in its distribution centers, Amazon Marketplace where third party sellers list and sell their products on Amazon website for a fee, and Amazon Web Services which offer cloud computing services.
Amazon’s Mission and Vision is "to be an earth’s most customer centric company and an online platform where people can literally buy anything and everything they need and endeavor to offer its customers the lowest possible prices." Amazon’s clear focus towards its vision of being consumer centric is a key success factor amidst various other critical success factors. Amazon's unique selling proposition or USP lies in offering a huge spectrum of diverse products under one roof and in being the world's largest online retailer. As of 2018, it employs over 350,000 people globally.

Amazon Revenue :

US $177.9 billion – FY ending 31st Dec 2017(y-o-y growth of 30.9%)
US $135.9 billion – FY ending 31st Dec 2016

Ownership / Major shareholders :

Amazon is an American organization which is breaking some serious ground as an electronic commerce and cloud computing concern. Jeff Bezos is the number one shareholder with about 78.89 million shares as on March 2018 and he is also the Chief Executive Officer and Founder. He owns about 17% of the company.
Andrew R. Jassy owns 85,467 shares as of March 2018. He is the second largest shareholder. He is the CEO of Amazon Web Services which is Amazon’s subsidiary and offers cloud computing services.
Jeffery M. Blackburn is the third largest shareholder with 42,874 shares as on March 2018. He is the Senior Vice President of business development and digital entertainment at In addition, he also heads Amazon’s M&A, investments and strategic business development division all across the globe.
John Brown is the fourth largest individual shareholder with 14,444 shares in his name as on March 2018. He is a Director at Amazon.

Competitive Analysis of Amazon


The Amazon SWOT analysis report provides profound information about the strengths, weaknesses, opportunities and threats of the world’s largest online retailer. The SWOT/TOWS analysis report for this ecommerce business focuses on providing insightful details about the internal and external analysis of the company.

In 1994, Amazon started off as an online book seller platform, by 2018 it has diversified so much that it is selling millions of products ranging from videos, audios, cloud services to even groceries. The SWOT report for this top ecommerce platform includes the business strategy and marketing strategy of Amazon which has helped it strengthen itself as one of the largest online players. Being an 'a' to 'z' ecommerce platform Amazon has a huge competitive advantage. Its highly scalable business model, strong logistics and customer satisfaction has always driven competitive advantage and has successfully kept Amazon ahead of its competitors. This is one of reasons why there are high chances of repeat customers which keep the acquisition rate of acquiring new customers low.

While being scalable has added to Amazon’s competitive advantage, this has also led to some of its weaknesses like product failures, near zero margins and losses due to free delivery. However, Amazon continues to be the giant online retailer with some great opportunities. By selling its own brand products Amazon has created one such great opportunity to recover its losses. The major threat to the company is data security, protecting the sensitive & vital information is one of the major challenge to any online portals.

1. Strong Brand offering huge selection of products
2. Customer centric business initiatives
3. Efficient Delivery Networks
4. Low cost model
5. Leveraging IT and e-commerce
6. Strategic acquisitions paying rich dividends
7. Enjoys first mover's advantage in Cloud services
1. Near zero margins
2. Dwindling strategic advantages in core competencies
3. Tax avoidance and mounting debt
4. Unable to effectively deal with Chinese counterfeit products
5. History of product flops
1. Own brand selling
2. Capture emerging markets
3. Rolling out its own payment gateway
4. Investing in brick and mortar stores
5. Foray into pharmacy
1. Data security and scalability
2. Competition from local players
3. Lawsuits from rivals
4. Minimal entry barriers in the online retail space
5. Laws of the land not clear on multi brand retail
SWOT & PESTLE (combined)
Complete Report
USD 12.53
  • with PayPal
  • with Debit/Credit card
Great quality, Affordable pricing.
Safe and secure payments
On purchase, the report will reach your email inbox within minutes. At rare times, a slight delay not exceeding 4 hours might be caused.

Detailed SWOT Analysis of Amazon


1. Strong Brand offering huge selection of products: Starting off with selling books and slowly dabbling into newer areas like DVDs, Blu-rays, CDs, content streaming, audiobooks, software, children's video games, electronics, kindles, merchandise, apparel, kitchenware, food, toys and jewelry and finally cloud has driven competitive advantage to the company and a high market position. Amazon has established itself as a strong brand in the market over the last two decades. It enjoys top-of-the-mind recall with customers and consumers globally have hailed it as the new age retail giant. Currently Amazon enjoys roughly 64% of the global ecommerce or online market share. This has been accomplished via the Company's three pronged business strategy on cost leadership, differentiation, and focus.In 2017, Amazon had approximately 405 million products featured compared to just 16 million products on offer at Walmart which is a huge difference. This could be primarily achieved through a low cost structure and wooing third party sellers who are offered high customer volumes.

2. Customer centric business initiatives: Amazon’s robust and easy-to-use Customer Relationship Management has generated customer centric processes whichcollectsinformation on consumer's shopping behavior online. With the help of this data analytics, Amazon can offer individual or accessorized items or a combo package, based upon inclinations displayed through purchases or items visited. Big Data Analytics is employed to mine data behaviors of different customers and offer them products based on their specific interests. This has earned Amazon customer loyalty who come time and again to Amazon for their shopping needs. According to an analysis by Amazon, 55% of the buyers are repeat customers leading to low cost of acquisition for new buyers.

Amazon prime subscription perks include free 2-day shipping on more than 100 million items, unlimited streaming of music (Prime Music) without ads, movies and television shows (Prime Video), video/content-on-demand services and cloud storage for photos. In 2015, Amazon recorded phenomenal sales to 185 countries and roped in over 3 million customers for its Prime membership. According to a research by Consumer Intelligence Research Partners, the Amazon Prime subscriber base has shown a phenomenal 26% growth in 2017 and is ball parked at over 85 million subscribers which speaks volumes about its growing popularity and the customer centric focus of the retail giant.

3. Efficient Delivery Networks: Using superior logistics and distribution systems and a very well managed supply chain the Company has been able to actualize better customer fulfillment and created a deep & structured network in order to make the product available even at remote locations which has resulted in Amazon deriving competitive advantage over its rivals.Amazon operates a variety of fulfillment and distribution centers which include small sortable, large sortable, large non-sortable, footwear, apparel, specialty parts, returns processing, 3PL outsourced facilities and it is continuing to invest in these centers to accelerate shipping of products which can be same day or within few hours of purchase for prime members. A lion's share of Amazon's success can be attributed to its highly effective supply chain management system. Its game changing innovative supply chain practices wherein inventory management was outsourced while logistics was insourced. Products which were not frequently sold were not stored in Amazon warehouses as 82% of Amazon's sales came from third party vendors amounting to $22.9 billion in 2016. Amazon's popular and pioneering one-hour or same day shipping was possible due to reliance on in house logistics.

4. Low cost model: Due to its online business model, Amazon saves into high investments related to procuring and running physical stores. Online platforms permit it to sell more units without any increase in marginal costs. Amazon persistently invests in both additional fulfillment centers and existing centers to minimize order fulfillment periods and associated shipping expenditure. The most important strategic tie ups are with logistics providers who control costs and on economies of scale, Amazon is able to lower the inventory replenishment time.These savings in cost and time translate to discounted prices which are enticing to the consumers.

The remaining section under "Strengths" is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.


This section is available only in the 'Complete Report' on purchase.

Major Competitors :

Amazon’s vast nature of business means they have a lot of competitors:
In the media segment it is competing with eBay, Netflix, Apple and Google / Alphabet, to name a few big competitors.
As far as their electronics and general merchandise segment is concerned they compete with Best Buy, RadioShack, Staples, Walmart, Sears, Debenhams, Lowe, Tesco, Aldi, Asda, Target and so on.
Furthermore, other major competitors are Alibaba group,, PCM,
In the operating segment some large scale competitors of Amazon are CDW, PC Connection, Oracle,, Accenture and Citrix systems.
AWS is the cloud platform from Amazon which is competing with Google / Alphabetand Microsoft.
Amazon’s foray in the pharmacy segment has made them competitors to retail pharmacy chains like Walgreens Booth Alliance and CVS Health

Major Brands :

Amazon Fresh, Amazon Prime, Alexa, Amazon Drive, Echo, Kindle, Fire TV

Key Business Segments / Diversification :

E-commerce Logistics Payments Devices Food retail (Grocery)
Cloud/Data storage Media Pharmacy

Recent Acquisition / Mergers / Alliance / Joint Ventures / Divestitures :

Open Table Preview
Business Segment
Objective/Synergy Achieved
RingSecurity Company2018AcquisitionThis was acquired so that Amazon could add to the variety to its core online shopping service.
Whole Foods MarketGrocery Chain2017AcquisitionThis seems to have been done in a bid to compete with Walmart
Amazon PayDigital payment2017InvestmentTheir plan was to compete in the digital payment segment by investing in this sector
Source: Company website and other reliable sources. The detailed table is available in the Complete Report.
SWOT & PESTLE (combined)
Complete Report
USD 12.53
  • with PayPal
  • with Debit/Credit card
Great quality, Affordable pricing.
Safe and secure payments
On purchase, the report will reach your email inbox within minutes. At rare times, a slight delay not exceeding 4 hours might be caused.

Check Out Analysis of Other Relevant Companies

The Amazon SWOT and PESTLE Analysis report will offer the following:
  • Amazon’s case study which gives intelligence into Amazon's business model and how it manages to outstand competition.
  • A brief history and overview about Amazon’s company profile.
  • Amazon’s strategy analysis, which includes both business and marketing strategy.
  • Internal analysis giving clear picture about the Amazon’s strength and weakness.
  • External analysis giving insights into Amazon's opportunity and threat.
  • Amazon Pestle analysis giving detailed picture about the external factors and its influence on company’s macro environment.
  • All key success factors that has added to the top e-commerce platforms successful journey from being an online book seller to its current diversification, all the while accomplishing its vision of being customer centric.
  • A detailed interpretation of how influencers like political, economic, social and legal factors like government’s activity, behavior and geographical boundaries has impacted Amazon’s innovative business model.
  • Understanding of how Amazon has leveraged the strength of technology and supply chain management to keep competition at bay.
  • A peek into the Company's ownership, revenue jumps, market valuation, share price trajectory, brands and major acquisitions, mergers and divestitures which have brought synergy in operations and business decisions.
  • Factors and trends affecting the online retail industry at large and its impact on Amazon’s online business.
References used in Amazon Analysis Report

1. 10 K Document 2018 -
2. Investor Presentation June - 2018 -
3. Amazon Business -
4. Press release archive /, Inc - Press room -
5. Finance and Accounting / Amazon. jobs -
The detailed complete set of references are available on request in the 'Complete report' on purchase.

How to Reference This Page?

You can use the following in your reference section in order to give credit to the source. For different referencing styles and detailed guidelines, please click here.

Amazon Inc. SWOT & PESTLE Analysis - SWOT & PESTLE.COM

SWOT & (2021). Amazon Inc. SWOT & PESTLE Analysis - SWOT & [online] Available at: [Accessed 03 Mar, 2021].

In-text: (SWOT &, 2021)

Copyrights and Disclaimer

Amazon Inc. SWOT and PESTLE analysis has been conducted by Husain Attari.

Copyright of Amazon Inc. SWOT and PESTLE Analysis is the property of Barakaat Consulting. Please refer to the Terms and Conditions and Disclaimer for usage guidelines.

You might also like to check out :
Amazon Inc. SWOT & PESTLE Analysis
Price : USD 12.53
Open chat
How can I Help You?