Introduction 

Amazon is the major winner in the online retail industry, which mainly a B2C company that share the biggest online market around the globe. The company has the annual sale of the 100 billion dollars. It has the strength having customers over 350 countries worldwide. The company is setting benchmarks and the increasing the progressing their way in   achieving the name among the company, which has the most customer-satisfied products worldwide(Wong & Kerkez, 2016). The company is globally renowned to be employee friendly, customer friendly and maintaining the good quality their delivered products. The company sets its benchmark in sending the affordable yet best quality products that could be purchased with all the classes of the society. Not only the retail has made a faster pace but also the Amazon, the company have also achieved their name in Amazon web series. The Amazon web series makes almost 10 billion dollars annually by providing cloud storage to the people. The amazon retail and amazon web services has gained a lot of the customer obsession and has set the highest benchmark in the global market.

Through the report, focus is kept on the organization’s business model. The report mainly emphasize on the strategies that has brought the company has used to bring the competitive advantage to the company. The possible productivity results that the company have achieved in the recent years. The IT strategies that aided the way to the progress exponentially to be the biggest Ecommerce giant.  The possible challenges that is faced under the company to reach its goal.

The company Amazon have provided their business goals by fulfilling their prime objectives of being focus on the customer experiences by offering the customer the low price convenience.

The company started out as a start-up for retail in 1995 and now holds the position of the company with the highest revenues in the Silicon Valley. The company has exponentially evolved in past 20 years. The company is pretty much has been sharing many services from online market to web services to eBooks. The amazon have been achieving success in each business model it has established among the people. The following business model are running online and has generated the well-designed and independent revenue sources for the company.

Amazon Marketplace: The company has been following the footprints of the Alibaba.com following a marketplace model which collaborates with small, medium and large business sectors collaborate with the Amazon that are showcased on their site for sale.  Amazon are either Fulfilled by the merchant (FMA), the FBM goods are stored under the third party inventory and every action are look forward by the third party. The Amazon marketplace has more than 70000 entrepreneurs selling their products on the Marketplace, which have collectively increased numerous jobs in the case. While there are cases of the FBA ( fulfilled by the Amazon ) in which the business dale their products to the company and the company sell them on the site (Kaul et al. 2017)

Amazon Business Models

Amazon retail: The business highest the varied products from electronics to clothing has an online business store suiting everybody’s need accordingly. With the fast delivery and return policy. The company had made its name in the trust if their customers. With the variety of products that are sold online. The company has been earning an exponential amount of revenue as well as the trust among people. The company makes the highest sale every year regarding the sale than most of the B2c sites than any other company. The company share the market with the local market place, which build in connecting with different cultures at the same time.

Amazon Books: the company is making money from the books and it is not limited to the marketplace. The company has created a revolution by diversifying the wide range of the books on the online site(Kaul,et al. 2017).The amazon have been sharing the EBooks, which include amazon books, comixology, amazon publishing, and other services. The company has been gained huge popularity when the company launched its notepad, Kindle. The company has drawn the huge attention for the online readers to the site, which is one of the reason of increasing the revenues for the company.

Amazon web services:  the company is known to be the top infrastructure for information providers in the Netflix. The Amazon web services has been securing the IT infrastructure of the companies, which are renowned worldwide. Amazon web services provides the highly reliable, scalable and cost effective infrastructure platform in the cloud that empowers for a hundred of business and thousands of system round the globe

Amazon fire Products:  the amazon fire stick is one of recent business models that have been adapted by the organisation, which includes the wide range of TV shows for the customer. The fire stick have launched a huge scope of connecting the portable device with number of products online. The three parts of the computers developed by the Amazon are.

Kindle fire – it is the notepad developed by amazon to read books (Tan et al. 2017)

Fire phone- smartphone developed under the company in 2014.android based mobile company produced by amazon in fire range of the products.

The fire stick is the flash drive connected through the Wi-Fi routers that enables the  numerous videos to stream on the television system by plugging them into the HDMI port of the television or visual devices like laptop’s , monitors and phones . the portability and the one-time payment per year option ease the user to watch their favourite channel  by paying just the subscription of the required channel or the website . The prime membership account  is not required to buy the fire stick  just the channels or the sites subscription is paid for.

Amazon Music and Videos: the business model includes the online subscription of the wide range of rated movies and TV shows online through which the company have been making a huge amount of money and by including the star websites like IMBD and rotten tomatoes the company has the added bonus of adding revenues.

Amazon Marketplace

Amazon Prime: the prime membership open people to large number of benefits to the customer as well as the company has been in good names for the better services to the customer as well as the company. With just few dollars a month. The company have opened a wide range of benefits for their prime customer. Which includes  

• Two day shipping with Amazon Prime
• Access to amazon video streaming
• Free download to two million songs
• 30 min early access to Amazon Lighting Deals

The smart speaker echo, which is able to voice interaction, music playback, making to do list, set alarms playing the audiobooks and providing weather information. The personal assistant bots namely Alexa has been popular with the people using the echo in recent years have given the company the huge benefits to the company (Narula & Jain,2015).

The amazon owns the game studio, game developers based in the US. The company has collaborate with the Reflexive entertainment and Double Helix Games after their acquisition by amazon.com. The company has the own digital game distribution service owned by Amazon.com. The games are highly popular worldwide and this is one of the way of generating revenues for the company.

Amazon have total 1263 Patents, which has been in the market for very long. The company Amazon have provided the customer with the facilitation of the one click buying of the patents they want to refer. All the patents reviewed are licensed and sold over the online site like scholar pquest.

Amazon is the online company, which has been growing itself since the last two decades. Being a global E commerce giant. The company gains many benefits gaining the biggest part of the global exposure in all the business models implemented by the company (Narula  & Jain ,2015),.  Some of the possible benefits that the company achieved through the company are as follows:

1. Adopting culture friendly environment:  the company has been collaborating on the organisation of the different countries. This had let the company to be the best retailer company of 2017.
2. Adopting continuous evolution: with upgrade in fashion and accessories, the company has a wide range of the upgraded products. The company with the updated products with over 20 million products to fulfil everyone’s needs.
3. Organisational culture: the company has been in also renowned for the employee friendly environment, which help in building the bonds with organisation. the company’s approach to treat the employees, enthusiast the youngster worldwide to join the Amazon team .Amazon has been awarded for the” best environmental friendly approach in the company”.
4. Innovation:  The constant evolution in the innovation in the technology to bring new products in the market with same technology in affordable price have promoted the growth of the organisation(Wittig & Wittig, 2016). . The company has also won the World Most Innovative Company of the 2017.

The Amazon have been a globally renowned customer friendly company that has the fast and friendly upgrade technology that has attracted the maximum number of the customer. The company has been highly supported by the technology of the web services. The Amazon web services is the concise cloud-computing platform that is provided by the Amazon. Since the company has variety of options available for the business models established by the company. The web services introduce the pay as you go option (Varia & Mathew,2014). The data centres of the company can spin up the virtual machine to provide a better infrastructure to failures and entire data centre .this web service also look forward in improving the security, monitoring and management of the services.

The company has faced many challenges in the case of progress. The company has faced are mainly:

1. Customer hostility
2. Language barriers
3. Disagreement from government issue

Being the E commerce giant, the company has faced many problems to widen their business in few countries. One of the case noted that the Amazon was banned in China because of the cultural barriers and stern towards the feeling of the local people in the country. Amazon could not run in China since there was no collaboration government. The company failed to connect with people and could not make the local employees of the china comfortable in the company. Amazon loss a lot of money in the building the relation bringing new products but could not be successful in China because of the locals could not find anything in their need (Satyanarayanan, 2017). The customer support could not help in solving people problem regarding the language barriers.

Amazon retail

The company faced a little set back when the customer were complaining about unknowing blocking from the Amazon services without notice for exploiting the return policy.

Recommendations

• The company can improve and widen their organisation by building a cultural friendly organisational culture and hiring people from different culture background
• The company must be highly updated with the new immersive technology that could increase the user interface with the site
• The amazon can use language tools and framework for providing ease to people having different language backgrounds and 24/7 assistance through chat bots.

Conclusion 

The report mainly focuses on the business models and the strategies the global ecommerce giant has been using to improve and progress exponentially globally. The Amazon has the global reputation with the strength of customer‘s faith from over 350 countries. The business model represents the company-diversified fields and the company ways of handling problems faced in the organisation. The report also discussed the possible benefits and achievements the company have reached globally in the online market. The report discuss that the journey of the success of Amazon has never been a cake walk, so the challenges are focused in the case to showcase the challenges that have been faced by the amazon in the online market and gaining the global exposure.

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