Amazon SWOT Analysis, Competitors & USP

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SWOT Analysis of Amazon with USP, Competition, STP (Segmentation, Targeting, Positioning) - Marketing 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


Internet users who want to shop

Target Group

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


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

Amazon SWOT Analysis


Below is the Strengths, Weaknesses, Opportunities & Threats (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


1. Intense competition means limited market share growth for Amazon

2. Heavy investments in advertising and discounting affecting margins


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


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 16 main 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

The brandguide table above concludes the Amazon SWOT analysis along with its marketing and brand parameters. 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, USP, STP & Competition of more than 6000 brands from over 20 categories.

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