An Analysis of Amazon's Market Management Strategies in the Digital Age
Research Article
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An Analysis of Amazon's Market Management Strategies in the Digital Age

Junhao Hu 1*
1 Australian National University
*Corresponding author: u7232111@anu.edu.au
Published on 20 July 2025
Volume Cover
AEMPS Vol.199
ISSN (Print): 2754-1177
ISSN (Online): 2754-1169
ISBN (Print): 978-1-80590-255-3
ISBN (Online): 978-1-80590-256-0
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Abstract

The digital age drastically changes market dynamics and requires organizations to focus on innovative market management solutions. The purpose of this paper is to analyze Amazon’s market management strategies that include its ability to adapt and its customer-centric approach. The paper explores existing literature on Amazon's operational strategies, which include excellent customer service, competitive pricing, a broad product range, and through a comprehensive literature review. This study looks at how the strategy led to Amazon being the top player in the global e-commerce marketplace. Relentless focus on customer experience, technological innovation, and data-driven decision making is among the major reasons why Amazon has been so successful. These elements not only boost operational efficiency but create a loyal customer base, thereby proving the vital role of strong market management strategies in the digital age. This research synthesizes insights to provide a broader understanding of effective market management and is useful as a reference for organizations in today’s market, who wish to flourish in the competitive environment of digital commerce.

Keywords:

Digital Commerce, Pricing, Consumers, Strategy

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Hu,J. (2025). An Analysis of Amazon's Market Management Strategies in the Digital Age. Advances in Economics, Management and Political Sciences,199,212-218.

References

[1]. Zhang, Xiaoxu. 2024. “Analysis of Strategies and Performance Based on the Background of Amazon Company.” Economics, Law and Policy 7 (1): p99-99. https: //doi.org/10.22158/elp.v7n1p99.

[2]. Baboolal-Frank, Rashri. 2021. “Analysis of Amazon: Customer Centric Approach.” Marketing Management and Strategic Planning 20 (2). https: //www.abacademies.org/articles/analysis-of-amazon-customer-centric-approach.pdf.

[3]. Versbach, Patrick Andreoli, and Joshua Gans. 2024. “Interplay between Amazon Store and Logistics.” European Competition Journal 20 (2): 460-97. https: //doi.org/10.1080/17441056.2024.2312494.

[4]. Ellitan, Lena, and Verawati Onggowidjojo. 2023. “Strategies for Achieving Competitive Advantage: The Case of Amazon.” Zenodo (CERN European Organization for Nuclear Research) 10 (9): 249–65. https: //doi.org/10.5281/zenodo.8373836.

[5]. Ritala, Paavo, Arash Golnam, and Alain Wegmann. 2014. “Coopetition-Based Business Models: The Case of Amazon.com.” Industrial Marketing Management 43 (2): 236–49. https: //doi.org/10.1016/j.indmarman.2013.11.005.

[6]. Kashetu, Daniel, Daniel Kashetu Alasa, Dalower Hossain, Gugu Jiyane, Mohammad Hasan Sarwer, and Tui Rani Saha. 2025. “AI-Driven Personalization in E-Commerce: The Case of Amazon and Shopify’s Impact on Consumer Behavior.” Voice of the Publisher 11 (1): 104–16. https: //doi.org/10.4236/vp.2025.111009.

[7]. Guo, Jiayue, Wenqian Zhang, and Tiansheng Xia. 2023. “Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust.” Sustainability 15 (8): 6347. https: //doi.org/10.3390/su15086347.

[8]. Kiczek, Magdalena. 2019. “Quick Introduction to Amazon Pricing Strategies.” Datafeedwatch.com. 2019. https: //www.datafeedwatch.com/blog/quick-introduction-to-amazon-pricing-strategies.

[9]. Chen, Le, Alan Mislove, and Christo Wilson. 2016. “An Empirical Analysis of Algorithmic Pricing on Amazon Marketplace.” Proceedings of the 25th International Conference on World Wide Web - WWW ’16, April. https: //doi.org/10.1145/2872427.2883089.

[10]. Ologunebi, John, Ebenezer Obafemi Taiwo, and Kazeem Alli. 2025. “Digital Consumer Behavior in E-Commerce: A Study of Amazon and Temu’s Customer Purchase Decision-Making Processes in the UK and the USA.” SSRN, January. https: //doi.org/10.2139/ssrn.5071874.

[11]. Reimers, Imke, and Joel Waldfogel. 2017. “Throwing the Books at Them: Amazon’s Puzzling Long Run Pricing Strategy.” Southern Economic Journal 83 (4): 869–85. https: //doi.org/10.1002/soej.12205.

[12]. Morello, Paul. 2024. “How Amazon Uses Real-Time Data and Dynamic Pricing to Maximize Profits - Pricefy Blog.” Pricefy Blog - Dynamic Pricing, Competitors Analysis, Everything You Need to Outsmart Your Competitors. August 12, 2024. https: //www.pricefy.io/articles/amazon-real-time-data-dynamic-pricing.

[13]. Flamand, Olivia, Aaron Wisher, and Shannon Riley. 2020. “Strategic Plan: Amazon.” https: //scholarworks.umt.edu/cgi/viewcontent.cgi?article=1330& context=utpp.

[14]. Warrier, Uma, Padmalini Singh, Chuah Wei Jien, Daisy Mui Hung Kee, Goi Zi Yi, Tan Woei Jiann, Tan Yong Liang, et al. 2021. “Factors That Lead Amazon.com to a Successful Online Shopping Platform.” International Journal of Tourism and Hospitality in Asia Pasific 4 (1): 7–https: //www.researchgate.net/publication/355584859_Factors_that_Lead_Amazoncom_to_A_Successful_Online_Shopping_Platform.

[15]. Straubert, Christian, Eric Sucky, Vanessa Felch, David Karl, and Delia Altewischer. 2023. “Making Third-Party Sellers More Attractive—the Case of Amazon.” Proceedings of the ... Annual Hawaii International Conference on System Sciences/Proceedings of the Annual Hawaii International Conference on System Sciences, January. https: //doi.org/10.24251/hicss.2023.469.

[16]. Chen, Yinyuan. 2024. “Research on Supply Chain Optimization at Amazon.” Advances in Economics, Management and Political Sciences 105 (1): 257–61. https: //doi.org/10.54254/2754-1169/105/20241983.

[17]. Rashaduzzaman, Md. 2020. “Influence of Convenience, Time-Savings, Price, and Product Variety on Amazon Prime Members and Non-Prime...” ResearchGate. unknown. December 2, 2020. https: //www.researchgate.net/publication/346778319_Influence_of_Convenience_Time-Savings_Price_and_Product_Variety_on_Amazon_Prime_Members_and_Non-Prime_Shoppers.

[18]. Coppola, Daniela. 2023. “Topic: Amazon Prime.” Statista. October 5, 2023. https: //www.statista.com/topics/4076/amazon-prime/#topicOverview.

[19]. Carreno, Adolfo M. 2024. “Analyzing Amazon’s Evolution from an Online Bookstore to a Global Tech Giant.” Researchgate. December 2, 2024. https: //doi.org/10.5281/zenodo.14261927.

[20]. Richter, Felix. 2014. “Amazon Prime Members Heavily Outspend Non-Prime Customers.” Statista Infographics. 2014. https: //www.statista.com/chart/2370/amazon-prime-spending/.

[21]. Vinayaka, Varasiddi, and Varma Kanumuri. 2023. “Data Analytics’s Role in E-Commerce.” © 2023 IJNRD | 8: 2456–4184. https: //www.ijnrd.org/papers/IJNRD2312102.pdf.

[22]. Basu, Amit. 2024. “Amazon Prime’s Influence: Changing Consumer Expectations and Retail Trends.” Https: //Www.artisanfurniture.net/News/. January 18, 2024. https: //www.artisanfurniture.net/news/amazon-primes-influence-changing-consumer-expectations-and-retail-trends/.

[23]. Ecomcy. 2023. “Analyzing Amazon Trends: A Data-Driven Approach to Market Research.” Ecomcy. 2023. https: //www.ecomcy.com/blogs/the-ecomcy-blog/analyzing-amazon-trends-a-data-driven-approach-to-market-research.

[24]. Amazon. 2023. “Amazon Sustainability Report.” https: //sustainability.aboutamazon.com/2023-amazon-sustainability-report.pdf.

References

[1]. Zhang, Xiaoxu. 2024. “Analysis of Strategies and Performance Based on the Background of Amazon Company.” Economics, Law and Policy 7 (1): p99-99. https: //doi.org/10.22158/elp.v7n1p99.

[2]. Baboolal-Frank, Rashri. 2021. “Analysis of Amazon: Customer Centric Approach.” Marketing Management and Strategic Planning 20 (2). https: //www.abacademies.org/articles/analysis-of-amazon-customer-centric-approach.pdf.

[3]. Versbach, Patrick Andreoli, and Joshua Gans. 2024. “Interplay between Amazon Store and Logistics.” European Competition Journal 20 (2): 460-97. https: //doi.org/10.1080/17441056.2024.2312494.

[4]. Ellitan, Lena, and Verawati Onggowidjojo. 2023. “Strategies for Achieving Competitive Advantage: The Case of Amazon.” Zenodo (CERN European Organization for Nuclear Research) 10 (9): 249–65. https: //doi.org/10.5281/zenodo.8373836.

[5]. Ritala, Paavo, Arash Golnam, and Alain Wegmann. 2014. “Coopetition-Based Business Models: The Case of Amazon.com.” Industrial Marketing Management 43 (2): 236–49. https: //doi.org/10.1016/j.indmarman.2013.11.005.

[6]. Kashetu, Daniel, Daniel Kashetu Alasa, Dalower Hossain, Gugu Jiyane, Mohammad Hasan Sarwer, and Tui Rani Saha. 2025. “AI-Driven Personalization in E-Commerce: The Case of Amazon and Shopify’s Impact on Consumer Behavior.” Voice of the Publisher 11 (1): 104–16. https: //doi.org/10.4236/vp.2025.111009.

[7]. Guo, Jiayue, Wenqian Zhang, and Tiansheng Xia. 2023. “Impact of Shopping Website Design on Customer Satisfaction and Loyalty: The Mediating Role of Usability and the Moderating Role of Trust.” Sustainability 15 (8): 6347. https: //doi.org/10.3390/su15086347.

[8]. Kiczek, Magdalena. 2019. “Quick Introduction to Amazon Pricing Strategies.” Datafeedwatch.com. 2019. https: //www.datafeedwatch.com/blog/quick-introduction-to-amazon-pricing-strategies.

[9]. Chen, Le, Alan Mislove, and Christo Wilson. 2016. “An Empirical Analysis of Algorithmic Pricing on Amazon Marketplace.” Proceedings of the 25th International Conference on World Wide Web - WWW ’16, April. https: //doi.org/10.1145/2872427.2883089.

[10]. Ologunebi, John, Ebenezer Obafemi Taiwo, and Kazeem Alli. 2025. “Digital Consumer Behavior in E-Commerce: A Study of Amazon and Temu’s Customer Purchase Decision-Making Processes in the UK and the USA.” SSRN, January. https: //doi.org/10.2139/ssrn.5071874.

[11]. Reimers, Imke, and Joel Waldfogel. 2017. “Throwing the Books at Them: Amazon’s Puzzling Long Run Pricing Strategy.” Southern Economic Journal 83 (4): 869–85. https: //doi.org/10.1002/soej.12205.

[12]. Morello, Paul. 2024. “How Amazon Uses Real-Time Data and Dynamic Pricing to Maximize Profits - Pricefy Blog.” Pricefy Blog - Dynamic Pricing, Competitors Analysis, Everything You Need to Outsmart Your Competitors. August 12, 2024. https: //www.pricefy.io/articles/amazon-real-time-data-dynamic-pricing.

[13]. Flamand, Olivia, Aaron Wisher, and Shannon Riley. 2020. “Strategic Plan: Amazon.” https: //scholarworks.umt.edu/cgi/viewcontent.cgi?article=1330& context=utpp.

[14]. Warrier, Uma, Padmalini Singh, Chuah Wei Jien, Daisy Mui Hung Kee, Goi Zi Yi, Tan Woei Jiann, Tan Yong Liang, et al. 2021. “Factors That Lead Amazon.com to a Successful Online Shopping Platform.” International Journal of Tourism and Hospitality in Asia Pasific 4 (1): 7–https: //www.researchgate.net/publication/355584859_Factors_that_Lead_Amazoncom_to_A_Successful_Online_Shopping_Platform.

[15]. Straubert, Christian, Eric Sucky, Vanessa Felch, David Karl, and Delia Altewischer. 2023. “Making Third-Party Sellers More Attractive—the Case of Amazon.” Proceedings of the ... Annual Hawaii International Conference on System Sciences/Proceedings of the Annual Hawaii International Conference on System Sciences, January. https: //doi.org/10.24251/hicss.2023.469.

[16]. Chen, Yinyuan. 2024. “Research on Supply Chain Optimization at Amazon.” Advances in Economics, Management and Political Sciences 105 (1): 257–61. https: //doi.org/10.54254/2754-1169/105/20241983.

[17]. Rashaduzzaman, Md. 2020. “Influence of Convenience, Time-Savings, Price, and Product Variety on Amazon Prime Members and Non-Prime...” ResearchGate. unknown. December 2, 2020. https: //www.researchgate.net/publication/346778319_Influence_of_Convenience_Time-Savings_Price_and_Product_Variety_on_Amazon_Prime_Members_and_Non-Prime_Shoppers.

[18]. Coppola, Daniela. 2023. “Topic: Amazon Prime.” Statista. October 5, 2023. https: //www.statista.com/topics/4076/amazon-prime/#topicOverview.

[19]. Carreno, Adolfo M. 2024. “Analyzing Amazon’s Evolution from an Online Bookstore to a Global Tech Giant.” Researchgate. December 2, 2024. https: //doi.org/10.5281/zenodo.14261927.

[20]. Richter, Felix. 2014. “Amazon Prime Members Heavily Outspend Non-Prime Customers.” Statista Infographics. 2014. https: //www.statista.com/chart/2370/amazon-prime-spending/.

[21]. Vinayaka, Varasiddi, and Varma Kanumuri. 2023. “Data Analytics’s Role in E-Commerce.” © 2023 IJNRD | 8: 2456–4184. https: //www.ijnrd.org/papers/IJNRD2312102.pdf.

[22]. Basu, Amit. 2024. “Amazon Prime’s Influence: Changing Consumer Expectations and Retail Trends.” Https: //Www.artisanfurniture.net/News/. January 18, 2024. https: //www.artisanfurniture.net/news/amazon-primes-influence-changing-consumer-expectations-and-retail-trends/.

[23]. Ecomcy. 2023. “Analyzing Amazon Trends: A Data-Driven Approach to Market Research.” Ecomcy. 2023. https: //www.ecomcy.com/blogs/the-ecomcy-blog/analyzing-amazon-trends-a-data-driven-approach-to-market-research.

[24]. Amazon. 2023. “Amazon Sustainability Report.” https: //sustainability.aboutamazon.com/2023-amazon-sustainability-report.pdf.

Cite this article

Hu,J. (2025). An Analysis of Amazon's Market Management Strategies in the Digital Age. Advances in Economics, Management and Political Sciences,199,212-218.

Data availability

The datasets used and/or analyzed during the current study will be available from the authors upon reasonable request.

About volume

Volume title: Proceedings of ICEMGD 2025 Symposium: The 4th International Conference on Applied Economics and Policy Studies

ISBN: 978-1-80590-255-3(Print) / 978-1-80590-256-0(Online)
Editor: Florian Marcel Nuţă Nuţă, Xuezheng Qin
Conference website: https://www.icemgd.org/
Conference date: 20 September 2025
Series: Advances in Economics, Management and Political Sciences
Volume number: Vol.199
ISSN: 2754-1169(Print) / 2754-1177(Online)

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