Success of Amazon

Junior (College 3rd year) ・Business ・APA ・4 Sources


As the most significant firm in 1995, Amazon rose to prominence. Since then, it has innovated, disrupted, and reorganized the global market (AmazonFresh Is Jeff Bezos' Last Mile Quest For Total Retail Dominance | FastCompany | Business + Innovation, 2013). It was founded in 1995, has its headquarters in Seattle, and has long been the market leader in the sale of goods like books, flat-screen TVs, diapers, and cosmetics. By utilizing several business strategies and lowering the pricing of its products for customers, Amazon has grown in popularity and attracted a large number of customers. The capacity of Amazon to develop novel marketing strategies and comprehend its target audience has allowed it to stay relevant. To enhance timely reception of commodities by the customers, Amazon has established many warehouses in cities to allow punctual shipping of wares. Amazon has developed fulfillment centers, Amazon fresh and amazon prime to fulfill the wants and desires of the customers, lowering prices of commodities and ensuring quick movement of goods to customers.

Fulfilling customer desires

Amazon Company operates on a technique that seeks to solve the needs of the customer efficiently as much as possible. They recognize the wishes of the customer and design a type of service that is channeled towards satisfying the customers. Amazon has developed quick information centers through technology including computers and internet hence making access to market information easy by clicking a button. Bezos, the Amazon Chief Executive Officer, clearly outlined the concentration of Amazon on customers' need rather than dealing with the pressure from the competitors(Shackelford, 2015). Amazon focuses on making innovations and long-term decisions to improve their delivery services on a mission to please the customers. The obsession with buyers is a pillar that makes Amazon be unique and outstand from the other suppliers such Apple and Nordstrom.

Fulfillment Centers

Amazon has more than eighty customer satisfaction points across the world where necessary machinery has been installed to enhance orderly shipping of goods within a short time. To reinforce the idea of fulfillment points, Amazon bought the robot creator Kiva programs to fasten the velocity at which it can meet the requests of the consumers. Fulfillment centers show comprehension of both the customers and their environment and goods and their physical distribution strategy (Shackelford, 2015). The company can analyze the location of the buyers, hence shipping the ordered products within a short time. Immediately the consumer places the order, specific calculations are conducted by a set of algorithms to determine the location, required shipping velocity and the accessibility of the commodity.

Amazon Prime

Amazon prime is the most significant contract in any shopping which involves a costless movement of over fifteen million goods. Amazon Prime members have easy access to unique Amazon services such as over thirteen thousand books for kids, TV programs, movies, apps and educative exhibits. Members of prime can reach over forty thousand instant video systems and more than thirty thousand books free of charge which portrays that Amazon is ready to make losses on shipping services to win the trust of the consumers. Over ten million users of prime are devoted to using Amazon in obtaining goods and services. Each use of prime uses an average of approximately $1220 on Amazon annually which is seven hundred dollars above the average buyer(Chopra, 2017). Prime customers' procurements and membership payment earn Amazon almost a third of its profits. Prime members can purchase more goods in a wider set of classes of items since they can identify all the selections available in amazon which are not available in the local sellers' stores. Amazon prime also comprises enlarging the local satisfaction abilities of Amazon and an emerging system called Amazon Fresh.

Amazon Fresh

Amazon Fresh is a company that supplies, household commodities and is a new program under Amazon Company, which is the most popular e-market organization. Amazon fresh avails groceries to online buyers. Amazon fresh also convey prepared meals and proper hygiene commodities such as toothpaste, and tissue papers. The customers may employ the Amazon Fresh application in their smartphones or google where they sign in and commence shopping for groceries by merely clicking a button or touching a screen (Finch, Trombley & Rabas, 1998). Amazon Fresh provides doorstep services at a minute cost paid as a yearly membership fee which is not expensive compared to what a typical family would pay per year to cater for delivery costs and costs that accompany grocery merchandise. The buyers have a choice of selecting delivery of commodities in polythene bags where the goods must be handed directly to the consumer by choosing Attended Delivery option. The buyers may choose Unattended Delivery where the groceries are transported to the customer home in temperature-regulated large handbags. Amazon Fresh program ensures that household orders are delivered the same day or latest the next morning in the morning hence making Amazon the best supplier in the world. Amazon Fresh has resulted in a significant disorder to the old household stores which are highly inconvenient and expensive.

Amazon same-day delivery quest

The opportunity of Amazon to attain its desire for the same-day shipping is significantly high. Amazon has invested a significant amount of money in dedicating itself to meet the consumers' demands. Amazon upholds buyers' fulfillment as an important tool to modify the habits of customers and to put their trust in a company. Amazon grounds its future marketing decisions concerning the customers' behavior. By reinforcing prolonged ties with UPS and FedEx using Fresh trucks, Amazon will make the same-day delivery aim a reality. By employing its Fresh trucks, Amazon will comfortably deliver goods and services quickly compared to the retailers who entirely rely on external delivery services. The velocity of delivery is vital to buyers and has emerged to be more crucial to Amazon. Amazon has developed many fulfillment points in the world where it has constructed machines that facilitate delivery of commodities to consumers in about two and a half hours since the placement of the order("AmazonFresh Is Jeff Bezos' Last Mile Quest For Total Retail Domination | Fast Company | Business + Innovation," 2013). Amazon's quest for achieving faster delivery enable customers to obtain goods faster, and in return, the company becomes an accessible and attractive in supplying products and services.


In conclusion, Amazon developed three unique programs that enable it to fulfill the desires and the loyalty of many customers across the globe. Through the Amazon Prime, Amazon Fresh and Fulfillment points, Amazon has been able to make their services less expensive compared to the traditional consumer markets. More so, the three amazon programs have facilitated quick delivery of commodities to the buyers. Customers who are subscribed to the Amazon Prime can access a significant amount of market information which has enabled them to make their marketing choices from various market information sources and even shop more than the ordinary Amazon members. Amazon is also likely to succeed in its desire to deliver goods on the same day an order is placed through its tremendous investment on installing high technological machines in their many customer fulfillment centers.


AmazonFresh Is Jeff Bezos’ Last Mile Quest For Total Retail Domination | Fast Company | Business + Innovation. (2013, August 22). Retrieved from

Chopra, S. (2017). The Future of Same-Day Delivery: Same as the Past? Kellogg School of Management Cases, 1(1), 1-2. doi:10.1108/case.kellogg.2016.000353


Shackelford, A. (2015). Getting Started with Amazon Web Services. Beginning Amazon Web Services with Node.js, 1-29.doi:10.1007/978-1-4842-0653-9_1

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