The Amazon.com Brand and their Personality.

Last week we talked about the history of Amazon and how that brand has been operated. However, in order to achieve such a standing in the E-commerce industry, it takes much more than just right business model and the founder’s ambition. One of the key factors that makes Amazon the leader of online trading platforms is the Brand’s Personality. 

To identify Amazon’s personality, there are 3 things that should be taken into consideration: 

 1. The Brand’s uniqueness: As we may know, Amazon is not the only one E-commerce platforms, but it is so far the most successful one among hundred thousands of its rival all around the World. So what make this brand so successful? First thing comes to its user-friendly search tools. Customers can ultilize the search filters find what they want to order in less than 30s and with wide variety of choices that include prices, reviews, “best-seller” tag, ect… The second thing that contribute to their sucess is a cross-sell strategy, which automatically suggest relevant products or brands whenever you click to a specific item. Most of the customers never get out of the site without buying one or more stuffs than what they need in the very begining. The fast free shipping and risk-free buying thing is also a huge plus. One or two-days free-shipping and free return for all orders is a huge deal that so far non of the e-commerce sites can beat. This be a big advantages for the company among their rival. If Amazon can leverage and focus more on its risk-free and shipping free policy, include more products in the Prime system (which allow these features) as well as let customers more option of delivery dates on the products subscription policy, it can easily set a much higher position in comparising with the others. 

 2. The autheticity: So far, Amazon has strongly prove that the company is not just about profit making. They have long demonstrated their passion to center customer’s need and satisfaction, which is their motivation and slogan in every of their business performance. Their each person of their Customer Service Department work with and response to you as a person, both via phone call or email, instead of a part of a group. They can usually make a decision on their own without asking permission from their supervisor. So far, there is one thing that Amazon has not done, whic is the on-site live chat between customers and a customers service employee. This could be a can make them feel like they are buying from a living person who can offer advise and help instead of a dead machine.

 3. The talkability: So far, most of amazon’s customers have know about their Prime membership and the Prime’s Day online event. This is a limited special offer for customers who pay for their membership only, however, the amount they have to pay for membership can be reduced if they invite or share it with other people. The same happen to the Prime’s Day event. It only takes place twice a year and last for several days, which creat a “Black Friday” impact that triggers people to share about the event and the site and a blast on sale for both Amazon and their vendors.

Amazon’s value proposition feature large, unlimited, safe and qualified sources of products targeted to a wide variety of customers, from youth to middle age men and women who are familiar with online shopping or too busy to search for and buy in-store items, offering them relaxing, fast and most convenient buying experiences. 

Right on the Amazon.com website, we can easily find a variety of products with deals and recommendations customized for each of their customer. They make themself an online market that offer customers everything they are looking for, with customer-favoured policy of products shipping and returning. This is also what they have said as their mission: 

Our vision is to be Earth's most customer centric company; to build a place where people can come to find and discover anything they might want to buy online.