Amazon Business model

Amazon Business Model

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In our previous article, we explored the Business Model Canvas and how it can be used to visualize and plan the key elements of a business. In this article, we’ll take a closer look at the Amazon business model and how it has evolved over the years.

Founded in 1994 by Jeff Bezos, Amazon started out as an online bookstore but quickly expanded to sell a wide range of products and services. Today, Amazon is one of the largest and most successful e-commerce companies in the world, with a market capitalization of over $1 trillion.

So, what is the Amazon business model and how has it contributed to the company’s success?

Value Proposition

At the heart of the Amazon business model is a focus on offering customers a wide selection of high-quality products at competitive prices, along with fast and reliable shipping. Amazon’s value proposition is further enhanced by its Prime membership program, which offers customers perks such as free two-day shipping, streaming of movies and TV shows, and more.

Customer Segments

Amazon targets a broad range of customer segments, including individuals and businesses of all sizes. The company has a strong presence in the B2C (business-to-consumer) market, but it also has a significant presence in the B2B (business-to-business) market through its Amazon Business platform.


Amazon has a number of channels through which it reaches and communicates with its customers, including its website, mobile app, and social media accounts. The company also uses targeted email marketing and advertising to reach potential customers.

Customer Relationships

Amazon uses a variety of tactics to build and maintain strong relationships with its customers, including personalized product recommendations, a loyalty program, and excellent customer support. The company also invests heavily in research and development to continually improve its products and services.

Revenue Streams

Amazon generates revenue through the sale of products, as well as through fees for its Prime membership program and other services such as Amazon Web Services (AWS), its cloud computing platform. The company also generates revenue through advertising, both on its own platform and through its advertising arm, Amazon Advertising.

Key Partners

Amazon has a vast network of key partners, including suppliers, fulfillment centers, and payment processors. The company also works closely with third-party sellers on its platform and has partnerships with other companies in areas such as content creation and distribution.

Key Activities

The key activities that drive Amazon’s success include marketing, customer service, order fulfillment, and logistics. The company also invests heavily in research and development to continuously improve its products and services.

Key Resources

Amazon’s key resources include its website, inventory, employees, and marketing budget. The company also has a significant investment in technology, including its AWS platform, to support its operations and drive innovation.

Cost Structure

The cost structure of the Amazon business model includes expenses such as employee salaries, advertising, fulfillment and shipping costs, and credit card processing fees. The company also invests heavily in technology and research and development to support its growth and innovation.


The Amazon business model has been a key driver of the company’s success, enabling it to offer customers a wide range of products and services at competitive prices, with fast and reliable shipping. By focusing on customer satisfaction and continuously innovating, Amazon has become one of the world’s largest and most successful e-commerce companies.

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