Marketing Mix of Amazon

Amazon is considered as one of the biggest leading online retailers, who sell a broad array of products like games, books, music, movies and clothes. It was reported that in 2013, Amazon had 117,300 employees and the net revenue was of $74.45. From its establishment in 1995, it has outgrown many competitors in the industry and became the market leader with over 24 million consumers across the globe. Amazon carefully used its acquisition strategies and investment for enabling itself in maintaining its position and continues for expanding the product range on most competitive prices and quick deliveries. Amazon uses all the marketing mix very well and consider it as the powerful approach for attracting customers and targeting new and potential consumers towards e-commerce or online retailing. Marketing mix or 4Ps are the combination of tactics and strategies for implementing the marketing plan. For this, Amazon try to reach out to the audience through this tool, and focuses on price and place components as the main selling point. For surviving in the competitive market and retaining its positions, Amazon ensure its strategies and marketing mix to be up-to-date according to the market trends. With the help of marketing mix, it enables the organizational resilience and support the innovation and technology for longer time period (Amazon, 2018).

The marketing mix of Amazon are designed for availing the advantages of online nature of retailing or e-commerce operations. These marketing mix components help in enabling the international growth and competitiveness while the Amazon innovates products and services.

Products in Marketing Mix of Amazon

Amazon is the largest international e-commerce retailing company, who use internet connection from different gadgets like tablets and phones, for allowing consumers to purchase and browse the products right at the moment. These goods are later delivered to customers by using the services of delivery companies. It has successfully built the massive product base and involve in trading in almost everything, which include;

• Books
• Kindle
• DVDs
• Smartphones and tablets
• Games and gaming consoles
• Clothes for men and women
• Accessories
• Jewelry
• Gardening equipment

Amazon initially began with selling and dealing with books only and still it is famous as the leading brand of selling books across the globe. That is why, it introduced Kindle as its own product, which is an e-book reader, can be bought from Amazon. Amazon is considered as the major reason in bringing revolution in publishing market by converting papers to the digital e-books due to the comfort, convenience and ease consumer get from Kindle. Because of the Kindle success, Amazon also introduced Kindly Fire- own Tablet/pc (Ferguson, 2017).

Whatever the customer will enter in the search engine, particular product, there are high chances of Amazon, offering the product and has that in stock. As it expanded and grew rapidly, Amazon is working hard to add more new products in its inventory. Once it was established in the books, Amazon expanded towards other categories for maintaining its existence and position in market. Amazon is famous for the knowledgeable products, E-bay- the biggest competitor is famous for the techie products. It also introduced its own smartphone with the name Fire Phone, after launching its set top box system called Amazon Fire TV that allows the streaming from different channels (Bahadir, Bharadwaj, and Srivastava, 2015).

Place in Marketing Mix of Amazon

The venues, Amazon used for reaching to its target markets are identified and are selected with great care. Amazon is the business that deals in online retailing. Nevertheless, it uses multiple places for reaching and communicating to its target consumers;