critical success factors of amazon.com

363 Words2 Pages
What are driving forces behind Amazons growth? As mentioned in the introduction of the case Amazon.com was formed in 1995 and since then it had very rapid, upstream growth. In 2003 Amazon.com became one of the most recognized brands in the world serving over 32 million customers in over 150 countries. Reason for such a big growth came from their early well developed strategy which was to provide customer-focused innovation that was based on improving the online shopping experience. In 1997 they made one of the first important moves which were selling of their shares from which they earned money that gave them opportunity to expand. This strategic move latter lead to increasing number of customers and advantage over their competitors. In the same time they focused on establishment of the executive team. This included employing of the former Wall Mart Vice President who had huge experience in merchandising and logistics, supply chain systems, international retailing and merchandising systems and commercial decisions support and data mining systems that all together helped them in gaining better position on the market. One more driving force that made them gain more customers was lowering prices of their products. After the first steeps that they took in order to gain bigger market share they extended the strategy by creating new and unique features, some of them were Amazon.com Advantage( idea behind this was to increase visibility and sales of titles from independent publishers), Amazon.com Kids( most comprehensive resource for children’s books), Amazon.com Cards, etc. They also expanded their offer; besides books they started selling beauty and health products (Drugstore.com), products and food for animals (Pets.com), groceries (HomeGrocer.com), etc. This attracted people that they didn’t target before. Besides widening the range of products that they are
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