Amazon SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP

Published by MBA Skool Team, Last Updated: April 12, 2020

SWOT analysis of Amazon analyses the brand/company with its strengths, weaknesses, opportunities & threats. In Amazon SWOT Analysis, the strengths and weaknesses are the internal factors whereas opportunities and threats are the external factors.

SWOT Analysis is a proven management framework which enables a brand like Amazon to benchmark its business & performance as compared to the competitors and industry. As of 2020, Amazon is one of the leading brands in the IT & Technology sector.

The table below lists the SWOT (Strengths, Weaknesses, Opportunities, Threats), top Amazon competitors and includes Amazon target market, segmentation, positioning & Unique Selling Proposition (USP).

Amazon SWOT Analysis, Competitors, Segmentation, Target Market, Positioning, USP & Brand Analysis Table
Amazon Brand Analysis
Parent Company Inc


Website-online shopping


IT & Technology

Tagline/ Slogan

Work hard. Have fun. Make history; Earths largest book store


Amazon is a trusted brand providing online shopping experience for customers

Amazon STP
Amazon Segmentation

Internet users who want to shop

Amazon Target Market

Internet users relying on internet for shopping and other transactions from middle & upper middle class

Amazon Positioning

Amazon is positioned as a global online market place which facilitates shopping through a customized user shopping experience

Amazon SWOT Analysis
Amazon Strengths

Below are the Strengths in the SWOT Analysis of Amazon:

1. Amazon is an early market entrant with brand equity

2. Integrated services like online ticket tracking, online money transfers etc give Amazon a huge edge

3. Vast customer base due to international presence

4. Amazon provides customized user shopping experience.

5. The company has over 500,000 employees in over 20 countries

6. Strong brand image of Amazon owing to excellent marketing and branding activities

7. Advertising through online, TVCs, print ads etc have increased brand presence of Amazon

8. It is one of the largest tech retailers in the world

9. Amazon Prime is one of the fastest growing online content providers giving music, movies & entertainment

Amazon Weaknesses

Here are the weaknesses in the Amazon SWOT Analysis:

1. Intense competition means limited market share growth for Amazon

2. Heavy investments in advertising and discounting affecting margins

Amazon Opportunities

Following are the Opportunities in Amazon SWOT Analysis:

1. The markets devoid of internet and increasing internet can boost Amazon's presence

2. Customers reluctant in shopping online can be persuaded

3. Partnerships with corporate houses for bulk selling can help boost sale of Amazon

4. Acquisition of smaller business can help boost the business worldwide

Amazon Threats

The threats in the SWOT Analysis of Amazon are as mentioned:

1. Amazon can be subjected to online frauds

2. Risk of brand dilution by selling a very wide range of products

3. Newly emerging competitive online shopping portals can be challenging

4. Strict government policies and taxation can affect margins

Amazon Competition

Below are the top 16 Amazon competitors:

1. Carrefour

2. Tesco


4. Coles Group

5. Kroger

6. Target Corporation

7. Walmart

8. Walgreens

9. Costco Wholesale

10. Home Depot

11. Alibaba

12. eBay

13. Flipkart

14. Snapdeal

15. Netflix

16. iTunes

This article has been researched & authored by the Content & Research Team. It has been reviewed & published by the MBA Skool Team. The content on MBA Skool has been created for educational & academic purpose only.

Similar analysis has also been done for the competitors of the company belonging to the same category, sector or industry. Browse marketing analysis of more brands and companies similar to Amazon. The BrandGuide section covers SWOT Analysis, Competitors, Segmentation, Target Market, Positioning & USP of more than 2800 brands from over 20 industry sectors.

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