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The Case study: Amazon’s mobile strategy

  • March 2014
  • 25 pages
  • Analysys Mason
Report ID: 2073062

Summary

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Amazon had xx million active customers worldwide as of December 2013 and has become synonymous with ecommerce. Its success can be attributed to a combination of low prices, efficient shipping, recommendations and reviews, and one-click payment, which create an easy-to-use, personalised online shopping experience.

Executive summary

- Amazon has become synonymous with ecommerce. Its success – it had xx million active customers worldwide as of December 2013 – can be attributed to a combination of low prices, efficient shipping, recommendations and reviews, and one-click payment, which created an easy-to-use, personalised online shopping experience. Since its launch in 1995, Amazon has expanded from books to other physical goods, as well as digital media. Amazon's revenue more than doubled from USDxx billion in 2010 to USDxx billion in 2013.
- Amazon capitalised on the success of the Kindle e-reader ecosystem with the launch in 2011 of the Kindle Fire range of tablets, powered by a customised version of Android, designed to guide consumers into Amazon's ecosystem of ecommerce and media services. According to our latest tablet survey, Amazon Kindle users were more likely to buy apps than other tablet users.

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