1. Amazon began in 1995 as an online bookstore and has since diversified into many product lines including music, video, and products like the popular Kindle e-reader. 2. Amazon succeeds through fast and inexpensive shipping, useful product information for customers, and an integrated marketing channel that allows other brands to sell on Amazon. It derives significant revenue from associates who refer customers. 3. The document discusses Amazon's continued innovation including cloud computing and virtual assistants as keys to its ongoing success and growth potential in new areas.

1. Submitted By
VAISHALI A
NIT
CALICUT

2. Founded by Jeff Besoz it started
as the”WORLDS LARGEST
BOOKSTORE” in JULY 1995.

3. Creates PERSONALIZED
storefronts by providing useful
INFORMATION

4. “SEARCH INSIDE THE BOOK”
feature enables customers to
view the contents, index and the
beginning pages of almost
12,000 books

5. PRODUCT DIVERSIFICATION
Over the years, AMAZON has
diversified its products lines .

6. MUSIC CDs and DVDs

7. VIDEO GAMES

8. In 2007,thelaunch of “VIDEO ON
DEMAND” enabled customers to
rent or purchase films or serials

9. Later that year it introduced
Amazon MP3 which has
participation from all the major
labels.

10. • Its most successful
product the
KINDLE, an
electronic book
reader was the
No 1 selling
product in 2009.

11. AMAZON offers
FAST,INEXPENSIVE
shipping for 79$ annual fee
through AMAZON.com Prime

12. INTEGRATED MARKETING
CHANNEL
Largest Online Retailer that
enables a number of brands to
sell their items.

13. AMAZON derives 40% of its
sales from “ASSOCIATES” who
refer consumers to AMAZON

14. AMAZON launched aStore
that allows Associates to create
an AMAZON operated online
store without any programming
knowledge

15. What is the KEY to Amazons
success?
It is its WILLINGNESS to invest in
the latest Internet Technologies to
make online shopping faster, easier
and more rewarding for its
customers.

16. CONCLUSIONS
The future prospects look good for
Amazon as it continues to invest in
cloud computing services and
produce revolutionary products like
the Kindle

17. Why has amazon.com succeeded
online when so many other
companies have failed?

18. Although it started out as a
bookstore it now sells a variety of
products ,across 21 different
product lines which has created a
strong customer base

19. It provides customers with
useful information that enables
them in the selection of the
product.

20. It offers fast, inexpensive shipping
for all items

21. It has a very efficient ,integrated
marketing channel
and is the largest online retailer that enables
merchants like Target, NBA, Timex and Mark and
Spencer to sell their items.

22. It employs merchants who refer
consumers to Amazon which further
increases its revenues and assists it
in reaching a wider customer base.

23. It continuously innovates and
invests in new technologies.

24. Will the kindle revolutionize the book
industry? Why or why not?
Kindle is simple, easy to use
and portable.

25. Reading at night
time without light
is possible

26. You can adjust
the fonts
according to
your
convenience.

27. You can carry as many books as
required.

28. Many sites offer free kindle
books.

29. What is next for amazon.com? Is cloud computing the
right direction for the company? Where else can it
grow?
Cloud Computing is indeed the
right direction for the company
as it is doing very well. It is
also one of the safest CC sites
,according to Forbes.

30. Since it promises quick delivery to
its customers it has to always
depend on a third party. It would be
better if it could have its own logistic
services, provided it is able to
design an efficient one.

31. Amazons echo seems to be
the next big driver for
Amazon. It is a virtual
assistant that lets you
connect with services
through your voice. You can
order a product simply by
talking.

32. SUMMARY
1.INTRODUCTION
2.PRODUCT DIVERSIFICATION
3.LOGISTICS
4.INTEGRATED MARKETING CHANNEL
5.CONCLUSIONS
6.CASE QUESTIONS AND DISCUSSION

33. DISCLAIMER
Created by Vaishali A, NIT
Calicut, during a marketing
internship by Prof Sameer Mathur,
IIM Lucknow