Amazon is an online based American electronics multinational company and one of the biggest online retailers of the world. It began its business only as the online bookstores but expanded itself in selling DVDs, CDs, Mp3, electronics, music, video games, food, toys, and software. The business of Amazon is about $34.2 billion and net income is worth of $1.15billion in the previous decade. It has been researched that the clients of Amazon from across the world are approximately 137 million. Initially it began with 1 category and later up till now it expanded to 16 categories. Every year, it launched two categories and now become one of the main e-commerce company of the world (Haseeb, 2015).

Amazon is able to build very strong brand equity in the e-commerce industry, by maintaining and carefully selecting all its strategies and revenue models. It started the expansion geographically by looking at every point and element, and wherever it find any inconvenience, it shut its operation there, which prevent it from bad image. Amazon has taken several initiatives that help in boosting the market by introducing several other popular and leading products and items thus, help in getting the popularity in very short span. Very recent product of Amazon are AmazonBasics, and introduces some electronic items and products, however, Amazon Fresh, always deal with the delivery and sales of the groceries. Warehouse of Amazon deals with the refurbished products and items on the discount (Leone, Rao, Keller, Luo, McAlister, and Srivastava, 2006). 

For strengthening the relationship with the consumer and facilitating them in every aspect, Amazon also introduced social-movie studio and also the e-reader as Amazon kindle. The app store and cloud computing gain much attention of the people across the world, and it helped it in gaining many other consumers and good brand image, which provides very interactive events and venue for the buyers and developers. It continuously expanded itself in every filed and area to gain the attention and market and building brand equity (Keller, 2001).

Amazon has also build the mage by targeting all types of internet users, whether they are non-paid or paid. Amazon really put its effort in gaining the trust of the customers and also the suppliers in terms of quality and their payments. Amazon is successful in creating and strengthening the relationship among current and previous purchases and also developed or provided many recommendations for making the consumer buy the product. Moreover, its supply chain network has received tremendous excellence recognition, as it laid great efforts in shortening the lead time for the consumers and also well-coordinated with the suppliers. It does not receive delivery charges on the value adding items to gather much attention. Its policies and strategies helped Amazon in growing and expanding its business across the globe. It is also working hard to expand to the area where they are not like Pakistan, so that those people could also get advantage by the service of Amazon (Lipson, 2018).


Haseeb, 2015. Brand equity of Amazon. [Online], Available at:, [Accessed on: 13th February, 2018].
Lipson, D. 2018. Building brand equity on Amazon. [Online], Available at:, [Accessed on: 13th February, 2018]
Leone, R.P., Rao, V.R., Keller, K.L., Luo, A.M., McAlister, L. and Srivastava, R., 2006. Linking brand equity to customer equity. Journal of service research, 9(2), pp.125-138.
Keller, K.L., 2001. Building customer-based brand equity: A blueprint for creating strong brands

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