In the 1990s, the Internet was in the ascendant around the world and had a major impact on traditional industries, but the book industry still seems to be unable to break away from the constraints of traditional physical bookstores. In July 1995, founder Bezos led Amazon into a new online book sales field. After the successful listing of Amazon, it quickly changed its position, began large-scale expansion and acquisition, and committed to becoming a comprehensive e-commerce brand to form economies of scale. Amazon has gradually expanded its business scope. Today, customers can find almost any product they need on Amazon’s portal, including books, home, digital media, daily necessities, beauty, and apparel(Miller, 2010).


1.AWS cloud services lead the world

In the 12 years since its launch, AWS has been the world’s most comprehensive and widely used cloud platform, providing customers with more than 100 full-featured services. The current development of enterprises for cloud computing has brought huge profits to Amazon.

2.Logistics advantage

Amazon Logistics is unique in both warehousing and distribution, providing a high standard, systematic and standardized integrated logistics service. Amazon’s strong IT system as a technology company not only supports standardized operations and management throughout the entire product process, but also helps pickers choose the best picking path.

3.Amazon’s global influence

In February 2018, Amazon’s market capitalization exceeded Microsoft’s, and its CEO Bezos became the richest man in the United States. Amazon has a great influence on the world. Since 1998, it has opened its international strategy and has successfully entered many developed and developing markets. The global site performance has increased by more than 50% in 2017(Haucap & Heimeshoff, 2014). At the same time, it has a number of affiliate websites around the world that have a huge global impact.


  1. Most of the customers are low-income people

Although many customers choose Amazon, it is mainly because of its price advantage, a large part of which is low-income, which makes Amazon have to rely on huge sales to achieve certain sales.

2.Low profits

Due to the increase in advertising spending by competitors, Amazon faces greater competitive pressure. In order to gain a competitive advantage, Amazon has adopted a strategy of sharply cutting prices. Although this increased sales, it led to a decline in profitability.

  1. Lack of marketing strategy

After Amazon entered the foreign market, it has rarely been marketed. Compared with the e-commerce companies in other countries, the investment in advertising and the propaganda are far different, which makes many consumers lose. Although Amazon China maintains a strategy of absolute authenticity and low price every day, it is not well known to many consumers.


1.Mobile e-commerce brings new development opportunities

With the increasing popularity of smartphones, mobile shopping has gradually become the preferred method of consumers’ current shopping. Smartphones will become one of the most used markets in the world. Compared with computers, mobile phones are easy to carry, which has led to a linear increase in mobile consumers.

  1. Try physical store management

Internet companies have a core advantage in moving to physical stores – high technology and big data. Amazon said in an official introduction that Amazon Go Supermarket uses the most advanced shopping technology to complete the record of consumers’ in-store consumption through computer vision, deep learning, and touch-sensing technology, thus completely eliminating the process of queuing.


1.For cross-border development, many e-commerce companies have been spared no effort in advertising and promotion through various channels, and have successfully attracted many consumers. Amazon’s investment in this area is still a lot worse, which makes it difficult for foreign consumers to think of the existence of Amazon in the selection of many e-commerce companies.

2.Threat of trade reputation

Due to the virtual nature of cross-border e-commerce, consumers are unable to determine the qualifications and credibility of the company, and there is a certain crisis of trust. Sellers are afraid of overdraft consumption and other phenomena, affecting their own economic benefits, and for consumers, if there are problems such as false orders and low product quality, consumers’ rights and interests will be damaged(Hassan, Sistani, & Raju, 2014).

According to its weakness, there is a marketing opportunity, I think that Amazon should establish a global marketing awareness based on current market developments and support it in terms of investment. At the same time, it is necessary to formulate medium- and long-term marketing strategies based on the actual situation of the company. In accordance with the situation of different countries and regions, specific implementation of marketing should be implemented(Morsello, 2006).

In conclusion, Amazon, a diversified integrated service provider, has strength, weakness, and threats and opportunities. This paper analyzes all aspects of Amazon by SWOT analysis, and finally points out its lack of marketing. It is recommended to increase investment in marketing and advertising.