In July 2020, Amazon reported a 43.4% increase in North American sales and 33.5% worldwide revenue growth in the second quarter of 2020. Online sales of groceries have tripled as consumers went online in large numbers to buy food during the coronavirus pandemic, and Amazon increased its grocery delivery capacity by 160%. What can we learn from studying Amazon's marketing strategy?



I've highlighted the Amazon marketing strategy case study in my books for nearly 20 years now since I think all types of businesses can learn from their digital business strategy, their response to the pandemic is impressive but not entirely surprising for a brand which is 'customer obsessed'.

From startups and small businesses to large international businesses, we can all learn from their focus on the customer, particularly at this time, testing market opportunities made available by digital technology and their focus on testing and analysis to improve results.

Amazon's background, revenue model and sources for the latest business results.

We can also learn from their digital marketing strategy since they use digital marketing efficiently across all customer communications touchpoints in our RACE marketing planning framework:

  1. Reach: Amazon's initial business growth based on detailed approach to SEO and AdWords targeting millions of keywords.
  2. Act: Creating clear and simple experiences through testing and learning.
  3. Convert: Using personalization to make relevant recommendations and a clear checkout process that many now imitate.
  4. Engage: Amazon's customer-centric culture delights customers and keeps them coming back for more

    Their focus on customer experience, "Customer Obsession" as they call it  is shown by the way they consistently outperform other retailers in their ACSI customer satisfaction rating too. We have our own internal experimentation platform called “Weblab” that we use to evaluate improvements.

    Amazon's growth and business model evolution

    In 2019, Amazon's total annual revenue stood at $280.5 billion, and it is expected to grow again in 2020, some estimates predict to $334.7 billion by the end of the year. And what a year it's been. So how do they keep doing it?

    Amazon performs exceptionally efficiently measured against revenue per visitor, which is one of the key measures for any commercial website, whether it's a media site, search engine, social network or a transactional retailer or offers travel or financial services. Of course profit per user would be quite different due to the significantly lower costs of other .coms like Facebook and Google.

    Amazon.com mission and vision

    When it first launched, Amazon’s had a clear and ambitious mission. To offer:

    Earth’s biggest selection and to be Earth’s most customer-centric company.

    Today, with business users of its Amazon Web Service representing a new type of customer, Amazon says:

    this goal continues today, but Amazon’s customers are worldwide now and have grown to include millions of Con-sumers, Sellers, Content Creators, Developers, and Enterprises. Each of these groups has different needs, and we always work to meet those needs, by innovating new solutions to make things easier, faster, better, and more cost-effective.