23,620 $m
Continually improving the customer experience, Amazon aims to deliver the widest selection of products at the lowest prices with minimal hassle. The e-commerce innovator differentiates itself from rivals with initiatives such as Amazon Appstore, providing a comprehensive mobile experience. Preinstalled on Kindle and compatible with Android devices, the Appstore makes recommendations based on past purchases and offers “coins” to US customers as digital currency. The brand also expanded into new businesses such as online advertising and original programming via Amazon Studios for its Emmy award-winning Prime Instant Video service. With customers buying an estimated 3.5 billion items last year, Amazon is targeting a wider audience, offering luxury goods, social game platforms, and digital music via Autorip. The strategic acquisition of Goodreads, a social book recommendation site, builds on Amazon’s well-established online book retailing expertise, fostering a community of bibliophiles. The brand has thus successfully built an intimate relationship with its customers without being perceived as intrusive. However, the issue of tax avoidance in the UK demonstrates that Amazon’s expansion plans must be checked with responsibility and prudence, or it faces risks to its brand reputation. Looking ahead, CEO Jeff Bezos (who raised eyebrows with his personal surprise purchase of the Washington Post) and his leadership team must be mindful of local needs to deliver a consistent Amazon brand experience to a global audience.