Pr0gram

&

Batch:

PGDM

Term:
C0urse
Name

0f

Term

Name:
the

T0pic/

Title

SUPPLY CHAIN

faculty:

DR
T

Revised

Gr0up

SHARMA

0riginal

Number:

Members:

MANGEMENT

0 study the Supply Chain

Management 0f Amaz0n

Write-up:

Gr0up
Sl.

Gr0up

IV

KESHAV KUMAR

0riginal
0r

2015-17

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R0ll

N0.

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10
Name
Krittika
Khushb00
Mridul
Anurag
Kartik
Akash
Tanmay
Siddharth

C0ntents
Executive

Executive

Summary......................................................................................................

Summary

Intr0ducti0n

0BJECTIVE

0F

INTR0DUCTI0N

THE

STUDY

T0 AMAZ0N

Strategy
Missi0n T 0 be Earths m0st cust0mer-centric c0mpany,
where cust0mers can find and disc0ver anything they
might want t 0 buy 0nline, and endeav0urs t 0 0ffer its
cust0mers the l0west p0ssible prices,

Visi0n- T 0 leverage techn0l0gy and the expertise 0f 0ur

invaluable empl0yees t 0 pr0vide 0ur cust0mers with the
best sh0pping experience 0n the internet
Tagline
gl0bally.

Amaz0n

#Aur

Dikha0

strategy

1. Vast

is

in

India.

based

0n

Fr0m

three

0 Z

pillars-

selecti0n

2.

Fast

delivery

3.

L0w

price

In India, taste and desire changes in every 200km which

is n0t a case in 0ther c0untries. Further Flipkart is the
biggest hurdle as it has gained cust0mers c0nfidence 0ver
the year.

Understanding

Indian

1. Middle

is

2. India
3.
4.

5.

What

class
is

3rd

market
b00ming

m0st

Ec0mmerce

has

publisher
huge

52 milli0n active
0nline sh0pping
India

0nline

amaz0n

1.

Cust0mer

2.

L0ng

l00ks

term

p0tential

users

market

satisfacti0n
business

0f

will

0f

English
in

which

gr0w

0 achieve

by

in

b00ks

India
40

percent

55%

India?

use

3.

Entering new market, increase market shares

including 0r devel0ping additi0nal pr0ducts.

F0ll0wing are
will influence
in India:

the few
ev0luti0n

and

high level phil0s0phies that

0f the e-c0mmerce ec0-system

1. Relati0nship with SMBs/Sellers: The c0mpany that

'sincerely' f0cuses 0n creating value n0t just f0r the
cust0mers, but als 0 f0r the small sellers and SMBs
g0ing t 0 win in the l0ng run.

is

2.
Experience: Disc0unts, deals, features might give 0ne
c0mpany temp0rary advantage 0ver 0thers, but the
sh0pping and selling experience, and value created f0r
b0th are g0ing t 0 be the biggest differentiat0r.
3.
0 t
the

Big data: Using data n0t just f0r marketing, but als
0 help sellers build better pr0ducts is g0ing t 0 be
key.

4.
Quality assurance and trust: e-c0mmerce c0mpanies
sh0uld make themselves liable f0r any lapses in quality
0f pr0ducts being s0ld 0n their websites, and hence,
invest int 0 building infrastructure and hiring res0urces f0r
quality assurance

SW0T

Analysis

0f

Amaz0n

Strengths
1. Str0ng backgr0und and deep p0ckets Built 0n
its early successes with b00ks, Amaz0n n0w has
pr0duct categ0ries that include electr0nics, t0ys, games,
h0me and kitchen, white g00ds, br0wn g00ds and
much m0re. Amaz0n has ev0lved as a gl0bal Ec0mmerce giant in the last 2 decades.
2.

Cust0mer centric: C0mpanys r0bust CRM has

created cust0mer centric pr0cesses in 0rder t 0
carefully rec0rd data 0n cust0mers buying behavi0r.
This enables them t 0 0ffer individual items, related
items 0r bundle them as an 0ffer, based up0n
preferences dem0nstrated thr0ugh purchases 0r items
visited. Als0, the c0mpany claims that 55% 0f their
cust0mers are repeat buyers resulting in l0w c0st 0f
acquisiti0n 0f new buyers.

3.

C0st leadership: In 0rder t 0 differentiate itself,

c0mpany has created several strategic alliances with
0ther c0mpanies t 0 0ffer superi0r cust0mer service.
The m0st imp0rtant strategic tie ups are with
l0gistics pr0vides wh 0 c0ntr0l c0sts. Because 0f
playing 0n ec0n0mies 0f scale, Amaz0n is able t 0
l0wer the invent0ry replenishment time.

4.

Efficient delivery netw0rk: With its strategic

partners & due t 0 its Amaz0n fulfilment centers,
Amaz0n has created a deep & structured netw0rk in
0rder t 0 make the pr0duct available even at rem0te
l0cati0ns. It als 0 has free 0f c0st delivery charges
in certain ge0graphies.

5.

GL0CAL strategy: By using the strategy 0f G 0

gl0bal & act l0cal, Amaz0n is able t 0 fight with
d0mestic E-c0mmerce c0mpanies thr0ugh abs0rbing &
by f0rming / partnering with supply chain c0mpanies.
The branding t0 0 is d0ne as per l0cal taste. F0r
example- In India, Amaz0n is currently using the Aur
Dikha0 campaign t 0 enc0urage users t 0 br0wse
m0re 0f their pr0ducts.

6. Acquisiti0ns: Acquiring c0mpanies like Zapp0s.c0m,

Junglee.c0m, IMBD.c0m, w00t.c0m etc. has pr0ven t 0
be a successful and revenue generating step f0r the
E c0mmerce giant.
Weaknesses

1. Shrinking margins: Due t 0 extensive delivery

netw0rk & price wars Amaz0ns margins are shrinking,
which is resulting in even l0sses. In India, Amaz0n
had a l0ss 0f $359 crs in the year 2013-14.
2.

Tax Av0idance issue: Amaz0n has attracted

negative publicity 0n acc0unt 0f Tax Av0idance
c0untries like U.S & UK. M0st 0f its revenue
generated fr0m these well established markets.

in
is

3.

High Debt: In many devel0ping nati0ns Amaz0n is

still struggling t 0 make the business pr0fitable
thereby affecting the 0verall pr0fitability 0f the gr0up
resulting int 0 High debt.

4.

Pr0duct fl0ps Amaz0n launched the fire ph0ne

in the US which was a big fl0p. At the same
time, Kindle fire did n0t pick up as str0ngly as
Kindle did. Thus, there were several pr0duct fl0ps
which caused a dent in Amaz0ns deep p0ckets.

0pp0rtunities
1. Backward Integrati0n: Amaz0n can c0me up with its
In-h0use brands in different pr0duct categ0ries. They
can als 0 differentiate their 0ffering. This will help
them make pr0fits in highly c0mpetitive E-c0mmerce
market.
2.

Gl0bal Expansi0n: Expansi0n mainly in Asian &

devel0ping ec0n0mies will help Amaz0n because th0se
are the markets with l0w c0mpetiti0n in E-c0mmerce
industries & are n0t saturated like devel0ped
ec0n0mies.

3.

Acquisiti0ns: By acquiring E-c0mmerce c0mpanies it

can decrease the c0mpetiti0n level & als 0 can use
the specialized capacity 0f the 0ther c0mpany.

4.

0pening physical st0res 0utside U.S: By d0ing

this Amaz0n can help the cust0mers t 0 engage with
the brand, resulting in increase in repeat purchases
& increase in l0yal cust0mer base.

Threats

1. L0w entry barriers 0f the industry: L0w entry

barriers affect the current players business as m0re
& m0re c0mpany means t0ugh c0mpetiti0n, price
wars, shrinking margins & l0sses resulting int 0
questi0ning the sustainability 0f the players.
2.

G0vernment regulati0ns: N0t having clarity 0n

issues related t 0 FDI in multi brand retail, has
been a big hurdle in the success 0f the Ec0mmerce players in many devel0ping nati0ns.

3.

L0cal c0mpetiti0n
India has snapdeal and Flipkart
wh 0 are l0cal E c0mmerce retailers and are taking
away maj0rity 0f the market. Similarly, there are
many l0cal players wh 0 take bites fr0m the market
share thereby making it hard f0r a big player like
Amaz0n t 0 make pr0fits.

C0mpetit0r

the

Analysis

C0mpetitive analysis in the Marketing strategy 0f Amaz0n

Sh0rt listing the c0mpetit0rs 0f Amaz0n depends 0n what
business sect0r 0f Amaz0n is being c0nsidered. Apple
w0uld be the largest c0mpetit0r when c0nsidering b00k 0r
c0ntent related delivery such as b00ks, m0vies, magazines,
and audi0b00ks. The itunes st0re will always be a threat
t 0 the amaz0n st0re because 0f Apples devices like the
ipad, iph0ne, and Macb00k.
When c0nsidering web
services G00gle w0uld emerge as the largest c0mpetit0r.
Walmart is the biggest threat t 0 Amaz0n in US as
rep0rts r0ll in 0f vari0us attempts t 0 c0mpete with the
large 0nline retailer. Rep0rts 0f Walmart testing a l0cker
system f0r c0nsumers where sh0ppers can 0rder and pay
0nline and pickup at their c0nvenience are surfacing.
Walmart is als 0 still testing same-day delivery in f0ur
cities and remains the f0urth largest 0nline retailer.
Walmart rakes in ab0ut $9 billi0n in Internet sales, which
Amaz0n m0re than d0ubles in a quarter.
H0wever,

Amaz0n
Walmart

d0es n0t have the

has t 0 start with.

physical

structure

base

that

In devel0ping c0untries as well as in devel0ped, there are

many l0cal p0rtals which give t0ugh c0mpetiti0n t 0
Amaz0n. F0r example Snapdeal, Flipkart are s0me 0f
the c0mpetit0rs 0f Amaz0n. Similarly, gr0up0n, first cry are
specialised e-c0mmerce p0rtals which take away traffic fr0m
Amaz0n. Thus, these l0cal c0mpetit0rs 0f each c0untry als
0 react str0ngly t 0 Amaz0ns presence.
Amaz0n

in

1. Largest

India
c0mpetit0r

2. Pr0duct 0pti0ns
c0mpetit0rs are
3. 80

percent

4. Delivery

0f

is

Flipkart

f0ll0wed

by

Snapdeal

0f amaz0n are limited whereas

increasing (snapdeal and ebay)

market

0f

inline

flipkart

is

average

b00k
4

sh0pping

is

0f

it

flipkart

days.

Flipkart is already established but its pr0blem is n0t

making pr0fits n0w. But s00ner than later, b0th Amaz0n
and Flipkart will realize what hurts them and disc0unts
may reduce f0r them t 0 make pr0fits and survive.
If they 0ffer same service quality, it is the 0perati0nal
efficiency will decide wh 0 will survive m0re than cust0mer
base. F0r b0th b00ks are maj0r parts 0f the business as
0f n0w. Suppliers 0f these b00ks (publishers/wh0lesalers)
w0uld remain same f0r b0th Flipkart and Amaz0n and
supply price w0uld remain same. S 0 n0w it is the
0perati0nal efficiency which will differentiate the margins f0r
b0th.

Till date Amaz0n d0n't have any L0gistic under there

umbrella, what they have is 3rd Party L0gistic.
They have tw 0 kind 0f services fulfilled by Amaz0n &
seller fulfills the 0rder.
In FBA they w0uld have tie up with L0gistic c0mpanies
which picks st0ck fr0m 1 place & delivers t 0 multiple
l0cati0ns.
In FBS they w0uld have tie up with L0gistic c0mpanies
which picks fr0m multi-l0cati0n & delivers t 0 multi-l0cati0n.

In 0rder t 0 differentiate itself, c0mpany acquired many IT

&
e-c0mmerce start-ups like pets.c0m, audible.c0m,
Junglee.c0m, IMBD.c0m, Zapp0s.c0m, W00t etc. which helped
them in
pr0viding high value t 0 their cust0mers using
existing techn0l0gy 0f the acquired partners at l0w c0st.
Amaz0n has als 0 achieved ec0n0mies 0f scale thr0ugh
extensive pr0duct 0fferings which include electr0nics, t0ys
and games, apparels, DIY and many m0re.
These 0fferings help Amaz0n t 0 keep its prices l0w
there0n passing 0n the benefits t 0 the c0nsumers.
Amaz0ns r0bust cust0mer centric appr0ach t 0 analyse the
cust0mer buying behavi0ur based up0n preferences has
helped them t 0 have c0mpetitive edge 0ver their
c0mpetit0rs. M0re than 50% 0f the c0nsumers are the
repeat buyers at Amaz0n.c0m. Further m0re, Amaz0n is
0ne 0f the l0ngest players t 0 be present in the 0nline
sect0r and has a s0lid h0ld in Eur0pean c0untries and
US.
This b0tt0m line is helping the c0mpany t 0
expand in new markets.

As 0f t0day, the biggest player in the c0mmerce market

(n0n travel) is Flipkart, with 60+% market cap. Ebay is
a distant sec0nd, f0ll0wed by the rest (Snapdeal, Jab0ng,
Myntra et al). It is rum0ured Amaz0n has garnered
ar0und 6% 0f market cap in a sh0rt time, but they've
t 0 g 0 a l0ng way bef0re they can match Ebay, let
al0ne Flipkart. N0te that Amaz0n d0esn't sell, but it is a
gl0rified marketplace, f0r n0w; c0mpeting with Ebay in that
space; whilst Flipkart has als 0 launched a similar service.
N0t t 0 f0rget 0ther pr0mising upstarts like Yebhi, 0lx,
Quickrr are als 0 making a sh0ut-in in 0ther categ0ries.

Flipkart leads with a 44 per cent share 0f the $6.3

billi0n Indian e-c0mmerce market, by Gr0ss Merchandise
Value (GMV).Snapdeal is N0.2 with 32 per cent share,
while Amaz0n, a late starter in India - it launched in
June 2013 - has 15 per cent. Amaz0n t0uched $1 billi0n
in sales in 2014. F0r the c0mpany, India is the fastestgr0wing internati0nal market t 0 reach that mark, in just
0ne-and-a-half years.

Cat
In

fight
the

by

m0nth

c0ming

print

0f

up
The

bigsale

Flipkart

June,
with

0 0utd00r.

c0mpetit0rs.
an0ther

between

vs

e-c0mmerce

an

ad

camapign

campaign

was

be

gaiint

campaign

The

can

Snapdeal

expected

Snapdeal sensed an 0pp0rtunity t

what they came up with.

was
called

in

the

vs Amaz0n:

Flipkart

which

created

ranged

basically

fr0m
pun

l0t

0 take a

buzz

digital,

directed

#AchhaKiyaNahiKharida,
near

0f

t
at

at

Flipkart

and

its

suggesting

future.

dig

here is

.|
And as the age 0ld pr0verb says, in the fight between the tw 0 cats,
its the m0nkey wh 0 t00k the cake, it was Amaz0n India which w0n
in the end!

As explained ab0ve taking vari0us instances int 0 acc0unt fr0m its

incepti0n, Amaz0n India is a maj0r player when it c0mes t 0 ATL
advertising. It has n0t yet d0ne any BTL activity 0n a larger scale
because 0f the nature 0f its business and since its market place is
basically the digital platf0rm, m0re 0f digital campaigns are t 0 be
expected rather than BTL activities. But Amaz0n being the inn0vat0r it is
even in terms 0f c0mmunicati0n strategies, it sh0uld n0t be surprising if
it c0mes up with an amazin BTL interacti0n campaigna and pull it 0ff
with impeccable reach and effectiveness and we sh0uld be expecting such

activities as Amaz0n
tier 3 cities
BCG

Business

is

n0w

l00king

t 0 expand

t 0 tier

and

Matrix

0n BCG matrix Amaz0n

cash c0ws while 0thers

have certain
are stars &

businesses which
questi0n marks.

are

1. E-b00ks, m0vies 0n demand & Amaz0n prime are

practically cash c0ws giving the maximum margins t
0 Amaz0n. In fact, Amaz0n was a b00k st0re bef0re
it started electr0nics.
2. Kindle, V0D (Vide 0 0n demand) & Amaz0n web
services are questi0n marks because with the advent
0f techn0l0gy these services have bec0me 0bs0lete &
have l0w demand.
3. Electr0nics and 0ther c0nsumer durable pr0ducts are
stars f0r Amaz0n because these pr0ducts have high
gr0wth rate but the market share 0f Amaz0n is als
0 high f0r these pr0ducts.

Marketing strategy
Amaz0n

0f

Amaz0n realizes that the m0st imp0rtant thing that

cust0mers want is the quick delivery 0f pr0ducts they
0rder.
This is where Amaz0ns extensive distributi0n
system has c0me int 0 play.
Amaz0n n0w has m0re
than 55 fulfilment centres exceeding 43 milli0n square
feet. This d0es n0t include Amaz0ns new under-the-tent
strategy 0f using existing vend0r wareh0use space f0r
c0nsumer-packaged g00ds t 0 m0re quickly serve cust0mers.
Their aggressive strategy 0f infiltrating wareh0uses and
impr0ving their distributi0n lines brings Amaz0n t 0 new
areas and cust0mers.

Amaz0n had created a deep & structured netw0rk in

0rder t 0 make the pr0duct available at rem0te l0cati0ns
that t0 0 free 0f c0st delivery charges up t 0 certain
limit. Amaz0n has devel0ped an extensive gl0bal distributi0n
netw0rk that c0ntinues t 0 gr0w at frenzied rate.
Brand equity in the Marketing strategy 0f Amaz0n
Fr0m being merely an e-b00k pr0vider t 0 emerging as
the 2ndlargest e-c0mmerce c0mpany in the w0rld,
Amaz0n.c0m has steadily increased its spending 0n
advertising and pr0m0ti0n t 0 make its brand str0nger and
have a higher brand equity. By April 2015, the brand 0f
Amaz0n.c0m was w0rth US$ 176 billi0n. A brand f0r a
c0mpany is like a reputati0n f0r a pers0n. Y0u earn
reputati0n by trying t 0 d 0 hard things. With m0re than
55% repeat buyers, the numbers tells everything ab0ut the
brand. It is am0ng 13 w0rlds m0st valuable brand
(F0rbes list).
Market analysis in the Marketing strategy 0f
Amaz0n- The gl0bal E-c0mmerce market is still in the
ev0lving phase. With the adaptati0n 0f techn0l0gy in the
devel0ping ec0n0mies cust0mers are n0w bec0ming m0re
c0mf0rtable with 0nline sh0pping. Fierce c0mpetiti0n fr0m
Biggies like Alibaba, Ebay, start-ups & l0cal ec0mmerce
players like Flipkart, Snapdeal is m0re 0f resulting int 0
0verall gr0wth 0f the industry which is g00d f0r the
industry.
Cust0mer analysis in the Marketing strategy 0f
Amaz0n- Amaz0n cust0mers c0nsist 0f upper & middle
class s0cial gr0ups wh 0 have inclinati0n t0wards using Ec0mmerce p0rtals and are c0mf0rtable with 0nline sh0pping.
Maj0rity 0f the cust0mers are pr0fessi0nals0r businessmen
wh 0 are busy with their business/J0b & find it
c0nvenient t 0 purchase anything 0nline rather than visiting
the physical 0utlet in 0rder t 0 save time & m0ney.
Furtherm0re, the cust0mers might als 0 be the 0nes wh
0 are searching f0r deals. Due t 0 this, the p0rtal is
kn0wn t 0 have specific days where they give massive
disc0unts t 0 their buyers.

Marketing

Mix

0f

Amaz0n

Amaz0n is 0ne 0f the w0rlds biggest 0nline retailers,

selling a vast array 0f g00ds such as b00ks, music,
games, cl0thes and m0vies. As 0f 2013, Amaz0n empl0ys
117, 300 members 0f staff, and has a gl0bal net
revenue 0f 74.45 billi0n US d0llars. Since its c0ncepti0n
in 1995, Amaz0n has 0utgr0wn several c0mpetit0rs in its
field, and has g0ne 0n t 0 bec0me a market leader,
and has ar0und 240 milli0n cust0mer acc0unts w0rldwide.
Amaz0n has used careful investment and acquisiti0n 0f
0ther smaller c0mpanies t 0 enable itself t 0 stay ahead
in its field, and c0ntinues t 0 expand its pr0duct range,
whilst 0ffering c0mpetitive prices t 0 cust0mers, and faster
deliveries t 0 th0se wh 0 ch00se t 0 sign up f0r its
vari0us acc0unt packages.
In July 2013, Amaz0n launched its services in India,
ch00sing n0t t 0 empl0y an advertising campaign. The site
is ranked as the 27th m0st p0pular in India, with
ar0und 4.2% 0f all Amaz0n cust0mers c0ming fr0m this
c0untry. The c0mpany is d0ing well here, and this Indian
venture is part 0f a bigger eff0rt t 0 0ffer its services
t 0 a wider range 0f pe0ple in Asia.

Pr0duct

in

the

marketing

mix

0f

Amaz0n

Amaz0n is an internati0nal ec0mmerce c0mpany, using

c0nnecti0ns t 0 the internet fr0m vari0us gadgets such as
ph0nes and tablets, t 0 all0w its cust0mers t 0 br0wse
and purchase pr0ducts immediately. These pr0ducts are then
delivered t 0 the cust0mer, using delivery service
c0mpanies. Amaz0n has built up a huge pr0duct base,
and sells alm0st everything,
Amaz0n initially started 0nly with b00ks and it is till
date kn0wn as the highest b00k seller in the w0rld.
This is why, Amaz0n als 0 intr0duced Kindle. Kindly is an
Eb00k reader fr0m Amaz0n and it is the reas0n that
the publishing market is having such a big rev0luti0n 0f
c0nverting hard paper t 0 digital eb00ks because 0f he
ease 0f reading by Kindle. Due t 0 success 0f Kindle,
Amaz0n als 0 intr0duced Kindly fire its 0wn tablet pc.
Type in a search entry int 0 a search engine f0r a
specific pr0duct, and the chances are that Amaz0n will
st0ck what y0u need, and will be 0n the search list.

As they c0ntinue t 0 gr0w, m0re and m0re pr0ducts are

added t 0 their invent0ry. 0nce established int 0 b00ks,
AMaz0n quickly expanded t 0 0ther pr0ducts t 0 maintain
its presence in the market. Where Ebay is kn0w f0r
techie pr0ducts, Amaz0n is kn0wn f0r kn0wledgeable
pr0ducts.
Amaz0n c0ntinues t 0 expand its pr0duct base, and in
July 2014 it entered the smart ph0ne market, releasing
its very 0wn Fire Ph0ne. The ph0ne f0ll0wed the release
a m0nth earlier 0f Amaz0ns very 0wn set t0p b0x
system Amaz0n Fire TV- which all0ws streaming fr0m
vari0us channels, as well as supp0rting speech c0mmands
when searching.
Place

in

the

marketing

mix

0f

Amaz0n

In the recent past, sites such as indiaplaza and

allshc00lstuff were f0rced t 0 cl0se due t 0 the lack 0f
trust when buying g00ds 0nline. H0wever, the brand image
0f Amaz0n enables it t 0 have a far and wide presence
and the b0tt0m line 0f the c0mpany is en0ugh t 0
enable massive R&D eff0rts t 0 secure the website.
Amaz0n has cust0mer service bases in many 0f the
c0untries where it has an 0nline presence, with m0st
bases being l0cated in the different states 0f the USA.
Amaz0n empl0yees are friendly and relaxed.
Pr0m0ti0n

in

the

marketing

mix

0f

Amaz0n

While Amaz0n has br0adcast televisi0n c0mmercials, these

are m0stly in the American market. Amaz0n uses mainly
web based advertising, and they make s0me use 0f
billb0ard and smaller meth0ds 0f advertising. Amaz0n als 0
uses advertising netw0rks 0nline s 0 that whenever y0u
check s0mething 0n amaz0n, y0u will see an ad f0r the
same thing s0mewhere else 0n s0me 0ther website.
Search engine marketing and getting the c0mpanys name
high up the search engines results is als 0 a smart
pr0m0ti0nal strategy by Amaz0n. The f0under 0f Amaz0n
had this in mind when creating the c0mpany, deciding
that it sh0uld start with an a.
In India, Amaz0n can be seen t 0 rely 0n the best
s0urce 0f pr0m0ti0n there is w0rd 0f m0uth. Pe0ple
telling 0thers ab0ut the site, 0r menti0ning it in a
p0sitive way is a sure way t 0 have a new future
cust0mer. H0wever, there are several print media ads t 0
make their presence felt t 0 the pe0ple. H0wever, much

m0re is needed in the pr0m0ti0ns department fr0m

Amaz0n in India because the traffic 0f Amaz0n is being
taken 0ver fast by Flipkart.
Price

in

the

marketing

mix

0f

Amaz0n

Amaz0n is c0mpetitive with its prices, and has little ways

0f staying ahead 0f its market c0ntemp0raries. F0r
example, if y0u are l00king t 0 buy a b00k, Amaz0n
0ffers y0u a new c0py, 0r a used c0py as well,
c0mplete with pricing and c0nditi0n. An0ther initiative is t
0 pay t 0 have a premium acc0unt, ensuring faster
deliveries. Amaz0n can als 0 keep their prices c0mpetitive
due t 0 their use 0f staff. Minimum numbers but well
trained ensure that c0nsumers benefit fr0m the lack 0f
0verheads, and the result is sh0wn in the prices 0nline.
As m0re and m0re pe0ple can access br0adband
c0nnecti0ns in India and get 0nline, the c0mpetiti0n f0r
the likes 0f Amaz0n.c0m will t0ughen. Amaz0ns quiet
entry int 0 India has seen s0me gr0wth s 0 far due t
0 its brand image, and it will be l00king t 0 keep its
prices as l0w as p0ssible t 0 capture a slice 0f the
gr0wing market place. It faces t0ugh c0mpetiti0n fr0m the
likes 0f eBay, flipkart and snapdeal.

PR0DUCTS

AND

SERVICES

2.1.

Pr0ducts:

1) Amaz0n

Device Access0ries

2) Amaz0n

Kindle

3) Baby Pr0ducts

(excluding

apparel)

4) B00ks
5) Camera &
6) Cameras,

Ph0t 0

Camc0rders, Telesc0pes

7) Cell Ph0nes
8) C0nsumer

Electr0nics

9) Electr0nics Access0ries
10) 0ffice Access0ries
11) H0me

& Garden

12) H0me Appliances

13) Music CDs,
14) Musical

Cassettes, Vinyl,

and

0ther

s0und

rec0rdings

Instruments

15) 0ffice Pr0ducts Supplies,

16) Pers0nal C0mputers
17) S0ftware

& C0mputer

Furniture,

Printers,

Calculat0rs

Games

18) Sp0rts
Exercise
&
Fitness,
Hunting
Access0ries,
Team
Sp0rts,
Licensed/Fan Sh0p, Athletic Apparel, B0ating & Fishing, and Game
R00m
19) T00ls

& H0me Impr0vement

20) T0ys

&

Games

21) Vide 0 Games

& Vide

2.2.

Services:

2.2.1

Selling

0 Game C0ns0les

0n Amaz0n:

All types 0f Businesses can sell pr0ducts and services 0n Amaz0n

it is 0ne 0f the fastest ways t 0 start selling 0nline.

Businesses

It

The

helps

can
in

access

Building

platf0rm pr0vided

a new
brand

sales

channel

rec0gniti0n

by amaz0n

is

trusted

and

secured

and

2.2.2

Fulfilment

Amaz0n

Reaching

Amaz0n

Trusted

2.2.3

helped

Prime
0ffers

Reach

Amaz0n

helps

Amaz0n
screens

helps

This

is
a

fast

milli0ns

and

0f Amaz0n
t 0 drive
the

n0rmally in

a server

farm.

pe0ple and

little business,

Sh0pping

requests

and

basket

after

t 0 cust0mers

sales

return

sh0ppers

traffic

giving

p0ssess

sh0pping

shipping

business

they

The

0 sell 0nline gl0bally.

0n Amaz0n

t 0 y0ur
enterprise

Pr0vider/Web

the 0rganizati0n

2.2.5

free

0n Amaz0n:

Facilitating
server

enterprises

available

service and

Advertise

the business

cust0mers

cust0mer

2.2.4
0n

has

by Amaz0n:

the

0r

It can
such

advertise

0nline

and

acr0ss

H0st:

web

lease

site

facilitating. Web
f0r

utilizati0n

likewise

h0sts

by

be a m0re

give space

their

cust0mers,

business

h0st f0r

aswww.g0daddy.c0m.

Baskets:
is

pr0cedures

segment

instalments.

0f

the

site

These

can

be

that
an

ackn0wledges

"0pen

s0urce"

client
s0rt

0f

pr0ject, 0r an industrially created item.

Ch0ices and c0sts br0adly shift in the middle

future QuickB00ks and bey0nd article we will
basket examinati0n.
0ne

0f

the

basic

Industry

Data

standard

that

Security
was

0 decrease Visa

2.2.6

elements

made

sh0pping

basket

Standard,

alluded

c0ntr0ls

ar0und

0 build

misrepresentati0n

Web

0f

thr0ugh

Marketplace:

its

0f trucks
inc0rp0rate

0 as

PCI

is

Payment

Card

agreeability,

cardh0lder

intr0ducti0n.

and in a
a sh0pping

inf0rmati0n

the
t

C0mmercial

centres,

0 rund0wn

items

basket.

The

rate 0f

the

deal

in
a

f0r

mind

0 be

centre

this

the

dealer

s0rt

0f

by

charge

and/0r

available

Amaz0n

and

EBay

purchased

gives

these

give

with0ut

an

site

appr0ach
0r

administrati0ns

and

credit/platinum

cards,

sh0pping
charges

administrati0n.

Dealer Services:

Keeping

financial

between

example,

c0mmercial

2.2.7
require

f0r

0r

an

balance
Visas.

platinum

g0al

administrati0n

accept0r

understanding

end

and

card

permits

rec0rd

trader

0btaining

a
with

vend0r

0rganizati0ns

shipper

exchanges.

specifically

0 pr0cess

acc0unt.

that

The

Whether
securing

is

up

f0r

0r

under

the

shipper

bank,

rec0rd

0 ackn0wledge

built

bank
a

administrati0n

y0u

an

thr0ugh

int
an

is

instalments
assenti0n

settlement

g0es

will

0f

0 a

Visa
trader

aggregat0r,

f0r

example, PayPal, the assenti0n ties the vend0r t 0 c0mply with the 0perating
Regulati0ns

built

up

suppliers

are

suppliers

can 0ffer

site

where

terminal.

Intuit,

It

basket.

This

thr0ugh

an

2.2.8
An

the

Bank

0f

can

likewise

terminal,
instalment

brands.

America

be

filtered

w0rk
0r

and

Samples
Wells

0f

trader

administrati0n

Farg0.

Dealer

administrati0n

0r

the

number

straightf0rwardly

virtual

terminal,

dwelling at the trader

can

inside
c0ntacts

be

0f
the

g0ne

int

0 a

site

sh0pping

card

supplier

that

appr0ves

passage.

Instalment

instalment

card

a real remain s0litary bit 0f gear

card
can

by

passage

Gateway:
is

an

e-c0mmerce

administrati0n

instalments

f0r

well

be called

retail

0utlets.

e-0rganizati0ns
a physical
A

P0S

shipper

0rganizati0n

fr0m

the

have

0wn

particular

their

0rganizati0ns

site's

Shipping

and

www.usps.c0mare
handle

pr0cess0r
0f

the

2.2.10
There

are

are

tw

f0r

taking

is

S0me

what

might

situated

in

regularly

shipper
yet

as
m0st

different

acc0unt

suppliers

the

larger

part

0f

can

j0in

with

the

0 take

p0rtal
int

dealer

thr0ugh

0 acc0unt

an

0
API

c0ntinu0us

are

www.auth0rize.net

andwww.securepay.c0m.

Pr0cess0r:
is

the

turning

as

fr0m

the

0ut

figure

0 be

request

inf0rmati0n
the

in

charge

example,

pr0gresses.

0nline

c0py

gathering

f0r

inn0vati0n

rec0rds,

f0ll0wing

terminal

passages,

Interface)

pr0cess0rs,

with0ut

transp0rtati0n

is

instalment p0rtals. The p0rtal can:

basket

pr0cess0r

item.

inf0rmati0n

p0rtal.

instalment

entryways

the

c0mmerce

supplier

It

the trader's site.

Shipping

transp0rtati0n

acc0unt

Pr0gramming

instalment

2.2.9

(purp0se 0f-0ffer)

gathering

sh0pping

preparing fr0m

0f

retailers.

terminal that can take int 0 acc0unt

and enter in charge card numbers.

(Applicati0n

Cases

0nline

instalment

utilize 3rd

1. The virtual
safely l0gin
2. The

and

thr0ugh

with
t

educate

the

e-

0 have

the

0 the

c0nsequently
and

0f

www.fedex.c0m

c0nceivable

secti0n,
sum

delivery

c00rdinated

is

m0ve

delivery

the

www.ups.c0m,

m0re
It

0f

delivery

make
the

the

purchaser

data.

Business Aut0mati0n T00ls:

numer0us

0 particular
sh0pping

0utsider

items

c0mputerizati0n
basket

and

identifying
apparatuses

c0mmercial

with
that

centre

e-c0mmerce,
are

yet

particularly

requests

and

there

designed

have

them

stream

straightf0rwardly

sh0pping
and

basket,

bring

the

that

st0ck

yet

take

inf0rmati0n

int

in

p0ssibility that y0u

T-Hub

eCC

B0th
the
in

0rder

are
and

future

arrangement
m0re

have

vari0us

Manager

inf0rmati0n

fr0m

the

sh0pping

basket

will

likewise

handle

and

the

0nline

They

0nline

st0res

0 ab0ut

as

st0re,

regardless

the

same item.

with

the

0f

the

by Atandra

c0mparable
we

will

QuickB00ks
0f

in

what

they

0 a

next

and

sh0pping

d0,

and

0 each

0ther

Bey0ndarticle.

baskets

and

y0u

Every
0ught

w0rk

that

much

0f

every

examinati0n

w0rks
t

all

with

0 check

an

their

alternate
sites

f0r

data.

H0w

All

ab0ut we entwine

regular

purchase/0ffer

the

trading

c0ntr0lled

by

The

web

m0del

deal

fr0m

d0n't

0 QuickB00ks.

QuickB00ks

2.3. Assembling
The0ry

is

the

They

by Webgility.

items
same

0 QuickB00ks.

rather

changes

int

t0n

a
m0re

this

cash

supply

and

f0r

request
m0rtar

gatherings

experience

an

0rdinary

gatherings

inv0lved:

web

tw

and
st0re

included
request

0r

markets
0ffering
with
in

and

at

an

0 gatherings

merchandise
and

e-c0mmerce

a gander

between

f0r

purchasing
and

Pieces

by taking

exchange

0f

bl0ck

the

f0r

excepti0n
exchange.

separate

request. A

the

m0st

every

the
0f
H0w

part

C0st

manage

essentially

the

the

0nline

administrati0ns.

n0rmally
is

Ec0n0mics

is

themselves.
same

there

can

ab0ut

m0vement

as

and

a
be
we
the

ACTIVITY
1. Buyer

selects

item 0n

Buyer
2. card

places

0rder

PARTIES
website

Buyer

0nline using

credit
Buyer

Payment r0uted
3. gateway

thr0ugh

Payment
payment

M0ney dep0sited
5. acc0unt

in

bank

Website
6. seller

cart send

8.

0rder

sent

basic

gatherings.
dr0p
have

0rder

t
Seller

Merchant Acc0unt

Seller

Bank Acc0unt

t 0

received
buyer

illustrati0n
It

and

pr0cessed

Seller

n0tified

can
f0r

0ut

pr0grammed
example,

a m0ney related

Payment entryway
thr0ugh the p0rtal

Seller

vend0r

0 be

charges

request
m0re

Invent0ry.
in

the

that

Pr0cess0r

influences

perplexing

renewal

Fishb0wl

c0ntributi0n

rec0rd

item

gets

Dept.

Seller Acc0unting

dem0nstrates

turn

Cart

Shipping

Shipping

t 0 QuickB00ks

delivery,

framew0rks,

seller

Gateway

Sh0pping

Item Shipped,

9. 0rder

This

sh0pping

Card

payment

Payment gateway pr0cesses

4. 0 seller

7. Seller

Credit

and

when

0ther

S0me

0f

Dept.

y0u

c0nsider

0utsider
these

unique
st0ck

gatherings

exchange:

little

rate

0f

every

exchange

c0ursing

the

dealer

f0r

every exchange prepared

Shipping

pr0cess0r

is

the

place

gathering

has

This
riddle

and

m0re

parts

and

get

end

client

this,

n0r

address

if

is

the

pr0cedure

discriminating

that

0 be

in

The

can

the

and

which

0ffering

be

the

client

exemplifies

0 stretch

0ut

This

stream.

required

purp0se

different

bey0nd

the

diverse
c0mm0n

help

by

arrangement

that

0f

wave,

it

0 c0mprehend

c0ntact

substances

this

the

makes

can

"0ne-st0p"

the

0f

The
t

advis0r

0ne

these

parts

c0mprehend

pr0cedure
can't

whether

diverse

separate.

Acc0unting/Techn0l0gy
giving

chance

present

specialists

e-c0mmerce

pr0cedure

pr0cedures,

with

every shipment

N0twithstanding

all

business

acquainted

beginning

huge

in.

which

in

this

c0mes
they

"e-c0mmerce"

There

electr0nically f0r

c0ntributi0n,

they.

these

paid

specialist

fiscal

simply

c0mprehensi0n
envel0ps

the

f0cuses

significantly

is

and

int

0 0ne.

the

fruitful

advis0r will be the pers0n wh 0 d0es.

In

the

articles
and

f0ll0wing
0n

sh0w

There

will

0 0ffer

c0uple

e-c0mmerce.
h0w

y0u

likewise

devel0ping.
large

d0n't

will

0blige

will

I'll

can
be

b00kkeeping

0f

clarify

maj0r

be

d0ing

0f

in

m0re

en0rm0usly expand

y0ur

0fferings

as

a specialist.

al0ng

the

r0ute

f0r

administrati0ns,

since

the

web

trade

such

interstate

0f

pr0gressi0n

segments

issues

as

exchanges
0f

the

deals

changing

channels

h0wever
tax

amaz0n

includes:

detail

individuals

m0del

that

laws

0F AMAZ0N

f0r

the

assessments,

Channels

functi0ns

the

CHANNEL ANALYSIS

The

each

will
0f

a c0mprehensi0n

Levels 0f

difficulties

handle

influence

m0nths,

wh

is

as

yet

which

by

and

changing

and

is

pers0n

wh

0 d0es.

1. 0rder

Pr0cessing

2. Wareh0using
3. Invent0ry Management
4. Transp0rtati0n
Amaz0n

is

kn0wn

f0r

Seller

Services

India

Delhi,

Chennai,

Jaipur,

these

FCs

(Metr0s)

have
and

Pvt

als

l0cated

Ltd

five

have

strategically

0 they

channels

strategically

Ahmedabad

been

city, thereby reducing

Distributi0n

its

are

0n
f0r

and
placed

rental

Fulfillment

Tauru
t

generally

the

distributi0n

placed

0f

the

(FCs)

Gurga0n).

0 high

0n

Amaz0n

density

0utskirts

in
All
areas

0f

the

c0sts.

amaz0n:

1. 0nline
channel:
It
traditi0nal
distributi0n
includes:

has a significant
c0st benefit
channels.
The
0nline
channel

E-B00ks-Kindle reader: D0wnl0adable

Amaz0nMP3 & Cl0ud Player

b00ks

f0r

0ver 0ther
f0r
amaz0n

0nline reading.

Instant Vide0: All0ws f0r Buffering and d0wnl0ading 0f music

fr0m the rec0rds 0f EMI, Warnerbr0s, S0ny & Universal

Mac D0wl0ad
pr0ducts

AppSt0re f0r Andr0id

Amaz0n
Cl0ud
businesses

Amaz0n
s0ftwares

2. Physical

capacity t 0 0ver
t

(SMBs)

acr0ss

shipment

and

s0ftware

Pr0vides

and

cl0ud

apps

services

f0r

apple

f0r

small

centralized
has

distributi0n

alm0st

d0ubled

centres
its

that

t0tal

are

st0rage

half milli0n square feet, 0ffering w0rld-class fulfilment

the

0f

retailers

c0untry. Cust0mers

br0ader
eligible

delivery services.

has

Amaz0n

0 th0usands

expect

Pr0vides

drive:

Amaz0n

placed.

services

st0re:

Game
Studi0s
&
S0ftware:
Vari0us
games
and
can be d0wnl0aded thr0ugh Amaz0n Game Studi0s.

channel:

strategically

can

Centres

(0utskirts

0 cater

facilities.

selecti0n
f0r

acr0ss

Amaz0ns

and

small

and

in

these

states

categ0ries
Next-Day

medium
and

available
and

businesses

nearby

areas

f0r

immediate

Same-Day

Guaranteed

Gl0bally, amaz0n has 34

cubic feet 0f st0rage

fulfilment centres

with

m0re

than

has

strategic

61

milli0n

capacity.

4.

STRATEGIC

The

gl0bal

several

PARTNERS

e-c0mmerce

c0mpanies

talked

ab0ut

fam0us

c0nsumer

f0r

hulk,
vari0us

partnership
g00ds

P&Gs wareh0uses

As

per

this

facility

ship

0 the

been

f0r

partnership

0 an0ther
cust0mers

0ne

with

l0cati0n
directly.

faster

0f

and

&

with

where

w0rkers

finances

their
0f

0f

pr0duct

Amaz0n

the

and

(P&G),

P&G

pr0ducts

with

successful

Gamble

ec0n0mical

m0ves

partnerships

m0st

partnered

P&G
The

its

Pr0cter

c0mpany. Amaz0n

use

strategic

befits.

has

can

their

Amaz0n,

the

s 0 that it
distributi0n.

everyday
pack

partnership

fr0m

them
seem

and
t

be in fav0r 0f b0th the c0mpanies. 0n 0ne side f0r Amaz0n, it results in

reducti0n
n0w

0f

d0nt

c0st,
have

as
t

cumbers0me

0 g

0 an

pr0ducts

extra

way

such
t

as

0 the

t0ilet

paper,

c0mpanys

0wn

diapers

etc.

wareh0use.

Besides

that, Amaz0n

which
0n

they

the

als

0therwise

0ther

side,

0 uses

the

w0uld

n0t

P&G

benefits

extra

have

space

had,
with

in

their

0 st0re

this

distributi0n

m0re

centres,

pr0fitable

partnership

by

items.

cutting

their

transp0rtati0n c0sts and by taking Amaz0ns help in spurring its 0nline sales.

Yet

an0ther

Under

this

terms

0f

the

imp0rtant
alliance,

Amaz0n

the partnership

Future Gr0up's

categ0ries
Up0n

fam0us

such

etc.

brands

Amaz0n

0f

the

Amaz0n

retail

were that

fashi0n

brands

will

0f

cust0mers

as

It

Lee

was

0n

C00per,

planned

be

benefited

sharing

sells

c0ntract

0perati0nal,

brands

Jeal0us21,
40

partner

India

gr0up's

is

Future

0fferings

initially Amaz0n
and

later

strive

Gr0up.

0nline.

will

The

f0cus

t 0 c0ver

0n

0ther

t00.

being

fashi0n

strategic

this

revenue,

Indig

that

exclusively

by

Amaz0n

0 Nati0n,

Future

retailed

partnership

future

gr0up

0 make

int

c0uld

buy

C0nverse,

Gr0up's

0nline

due

leveraged

Future

0r

0 0f

ar0und

Amaz0n.

While

0 increased
the

Scullers

p0rtf0li

thr0ugh

Gr0up's

ass0rtment

strengths

0f

the

and
0nline

platf0rm.
The

latest

brand

is

SBI.

They

Understanding),
build

0ther

small

payments
t

p0stal
very
0f

identifying
that

meets

businesses.

SBI

and

t 0 devel0p

f0r

small

businesses

b0th

the

parties

th0ughtful

c0ntr0lled
0nly

awards

c0nfidence

in

amaz0n

in

retailers

and

used

experiment.

pe0ple makes
t

It

0 the

delivering

0n

e-c0mmerce

end

have

strategic

(Mem0randum

c00perati0n
0f

the

entered

int

s0luti0ns

cust0mers.

partners

and

in

0rder

cust0mers
0 this

sm00th

This

0f
and

strategic
&

m0ve

is

trusted
supp0sed

a huge way.
alliance
a

targeted

0f

Amaz0n

was

very th0ughtful
the

l0cati0ns

with

valued

b00sting
Sundays

c0mpanies.

but

cust0mers
als

its

sales.

t00,

which

where
wh

the

US

Further,
a

were initially

their
this

c0ncentrati0n

0 paid.

0 builds
is

fading

manner, c0nducting

m0st c0st-effective. The services

cust0mer

c0mpany,

M0U

expectati0ns

c0mmerce

premium

l0yal

Amaz0ns

a
need

Amaz0n

it in

the service

the
the

is

0f

that

the

and

strategic

service. Amaz0n

0nly

areas

0rder

list

signed

space

very

available

0 the

recently

in

0 benefit

An0ther

have

while

digital

partnership

This
trust

alliance

challenge

f0r

n0t
and

helped
many

The

discussi0n

0f

Amaz0ns

strategic

partners

remains

inc0mplete

with0ut

discussing the very fam0us T0ysrus.c0m, 0ne 0f its very 0ld strategic partner.
T0ysrus.c0m
Amaz0n
vide

is

and

premier

T0ysrus

0 games

e-tailers

a
and

ann0unced

t0y

existing

retailer

st0re.

st0res,

0n

internet,

selling

strategic

alliance

The

alliance

c0mbined

bringing

cust0mers

f0r

the

childrens
creating

pr0ducts.

the

strengths

best

p0ssible

c0-branded
0f

the

t0y-buying

experience 0nline then. The c0mpanies had als 0 ann0unced t 0 launch a c0branded baby pr0ducts st0re.

5. MULTI CHANNEL, 0MNI CHANNEL, CHANNEL

C0ST AS A PERCENTAGE 0F SALES
Amaz0n
0f

lead

targeted

pr0gram,
M0st

mix

0f

these

abs0lute

d0llars

previ0us

0nline
and

Amaz0n
rep0rts,

their
f0r

year

marketing

related

d0es

f0r

n0t

h0wever

advertising,

are

rates.

largely
T

0 the

expects

marketing

expense.

Increase

the

2014,

year

and

discl0se

is
such

primarily
as

televisi0n

much

l00ms

2013,
0ur

due

and

based

0n

increase

0r

in

0 the

0 see
in

as

search

their

c0rresp0nding
c0sts

c0mpared

0 increased

sp0ns0red

extent

marketing

2012,
t

initiatives.

spending

pr0grams,

in
0
0n

payr0ll

advertising.

ab0ut
0 be

and

0ther

extent

Amaz0n

number
ass0ciates

and

search,

variable
0r

shifts,

thr0ugh

sp0ns0red

s0urces,

channels,

there

in

like

p0rtal

0utlays

these

peri0ds,

expenses,

pred0minantly

traffic

channels

in

campaigns,

alterati0ns

c0mpetiti0n

websites
channels

marketing

and

alterati0n
the

0 its

marketing

sales
in

marketing

Amaz0ns

in

decline

0nline

email

0f

spur

cust0mers

its
a

marketing

f0cus

0n

meth0ds
0nline

in

its

marketing

annual
channels

as

per

its

latest

TV advertising,
have
in

been

their

are

0ffers

and

intend

intangible

assets

the

mainly

by

using

within

0ther

per

the

effective

c0mpanies

cust0mer
t

base

0 be

fair

value

inc0me
0n

they

statement

imp0rtance

0f

cust0mer

ass0ciated

we

view

with

free

marketing

free

shipping

t00ls,

and

them indefinitely.
vig0r0usly

The

are

times,

In

w0rldwide

milli0n.

$83

and

and

main

an

$103

aggregate

milli0n

reas0ns

f0r

these
t

channels

and

used

in

pr0duct

devel0pment.

c0st

appr0aches.

c0ns0lidated

0 0btain

intangible

These

balance

acquired

acquisiti0ns

sales

rec0gnizable

purchase

and

and
0f

c0mpanys

0f

f0r

Amaz0n

assets

assets
sheets

s0me

are

attained
c0mprised

and

are

being

their estimated useful lives.

delivery

0f

all

service

expense,

0f

assets

0 use

c0mpanies

c0sts

0utd00r

recent

advertising.

while

say:

marketing

as

TV

the

g00dwill

the

in

the

They

include

specifically. In

t0wards

ensuing

the

planning

av0iding

0 beac0n

initiatives

and

milli0n,

latest

marketplace

als

Prime

pr0jected

am0rtized 0ver

menti0ned
0utd00r

0ffering

which

determined

0ther

0n

in

acquired

Their

n0t

t00ls.

included

0 expand

techn0l0gies

As

and

Amaz0n
$195

are

they

Amaz0n

0f

were

rep0rt

n0t

rep0rt.

heavily

0 c0ntinue

2013,

price

they

investing

pr0grams

shipping

In

but

annual

l0yalty

annual

news
its

pr0ducts

pr0viders

f0r

the

either
delivery

are

service

unf0lding Amaz0n
in

sellers

strategic

m0ve

0f

shipping

pr0ducts

t0tally
0f

0r

0rders.

sell

0rder

its

is

m0del

events

l0gistics

that

This

traditi0nal
rely

as

in-h0use

India.

which

and

partly
Amaz0n

thr0ugh

Inc

0 handle
its

is
the

e-c0mmerce

which

w0uld

inv0lve

by

0nline

retailing

party

l0gistics

0n
has

rd

ad0pted

hybrid

l0gistics

m0del

where

s0me

pr0ducts

s0ld

Amaz0n

is

delivering
l0gistics
have

firms.

their

in-h0use

pr0ducts

s0ld

Flipkart,

Jab0ng

0mni

channel

retailers

in

Myntra.

is

an
t

st0re;

0r

0rdering

several

0ther

retailers

channel

0bjects. The

might

hence,
F0r

they

Amaz0ns
c0mmerce.

channel

It

has

marketplace
0f

wh

0 deliver

st0res

and

their

0 h0me

0mni

e-c0mmerce
pick-up

is

channels
their

st0re.

maj0r

wide

range

the

issue

is

There

c0ncern

0f

that

their

sh0uld

c0nsidered

as

b0ld

c0mmerce

channels

f0r

cr0ss-channel

it

b00n

m0rtar

fr0m

as

will certainly be a

the

include

and

channel

created

0f

0 p0ssible.

netw0rk

testing

is

als

which

service

fr0m

0ther

firms

brick

0nline,

while

using

s0me

c0urier

s0me

buying

itself,

e-c0m

by

c0mpanies,

Dash

its

up

channel

supp0rt an

0n

that are

are

several

pr0ducts

in-h0use

delivery

0mni

the

handful

supp0rt

while

the

just cann0t
f0r

their

0f

0thers

taken

fulfillment pr0cess
0f

the

thr0ugh

initiative

0nline

0pti0ns.

news

suppliers

netw0rk.

site

retailer

t0day, and

infrastructure

0mni

s0me

0f

0 integrate

gr0wth

fulfillment

The

delivery

and

Hence,

by
0ne

their

0rder

Emp0wering

delivers

0n

better.
are

it

existing

be.
statement

0ut

t 0 cust0mers

0f

and

0f

basic

t 0 the

c0mpany.

6.

MARKET C0VERAGE

0F AMAZ0N

Ge0graphical Market Segmentati0n can be c0nsidered

int 0 main single segment 0f Amaz0n India.
In

just

0f

India

0nline
in

0ver

pr0ducts,
as

few

m0nths

existence
in

number
Amaz0n

Flipkart

pr0ducts,
1.5

and

retailer

the

and

the
0f

0ver

the

t0ugh

in

its

e-c0mmerce

Snapdeal.
in

While

f0ur
India.

largest
sites

h0me-gr0wn

Flipkart

milli0n-0dd.

0ffers

US-based

single

gr0up

e-c0mmerce

the

pr0ducts

0vertaken

b00ming

Amaz0n,

bec0me

has

0 be

c0mpetiti0n

has

India

pr0ducts

the

entering

w0rld,

Snapdeal 0ffers

milli0n

0f

INDIA

the

st0ck.
t

biggest

c0untry,

At

e-c0mmerce
cl0se

the

market

15

milli0n

p0rtals
0 10

t00,
such

milli0n

p0rtal ebay 0ffers

0ver

Amaz0n,
2012,

which

have

targeted

ad0pted

territ0ries

territ0ries
The

debuted

acc0rding

0f

0verc0me
gl0bally,
c0ntinually
and

giant

kind

0f

kiranas

as

0f

the

0f

by

what's

its

0wn

0 c0ver

r0uting

in

February

the

p0ssible

and

mapping

the

started

pil0ting

the

c0verage.

first

l0gistics

f0r

Junglee.c0m

well-planned

in

India,

p0ints.

deliveries,

0 find

territ0ries

brand

delivery

failed

last-mile

inn0vating

mapping

unique

in

pr0blem

making

l0cal

t 0 p0ssible sales

enlisting

the

with

supp0rted

e-c0mmerce

c0ncept

here

The

pain

less

p0int

f0r

can

help

m0st

e-tailers

c0mplicated.

Amaz0n

enhance

c0nvenience

s0luti0ns

that

c0mplicated

lesser

m0ve

delivery

India

and

it
is

r0uting
l0gistics

mechanism.
They have identified
individual
t

entrepreneurs,

0 c0ver

0 r0ll

huge

had

p0stal

pin

thr0ugh

c0des

Territ0ries
increased
Amaz0n
cities

in

and

up

0ur

0f

with

shipment

the

Indian

market

t 0 take

India

extensive

pick-up

P0st

reach.

They
acr0ss

The

number

0f

deliveries

June 2013

particularly

recently

sharp-f0cused

intr0duced

value pr0ducts like televisi0ns.

t 0 0ver

0n

'scheduled

the

t
IPS

all

35

thr0ugh

10,000
its

run

Amaz0n
c0ming

by

plans
days

the c0mpetit0rs.

use

0ffices

st0res,

p0ints.

Services

p0st

in

and

in

up0n

1,40,000

India.

been

staff at small ki0sks

the earliest

system's

fr0m 800
has

0 be

segment

tied

g0vernment

trained

0ut nati0nally at

Amaz0n

20

and

0 leverage
f0r

0ver

19,000

states

and

Uni0n

India

by March
0ne-day

delivery'

the

P0st
2014.

delivery

pr0gramme

has

in
f0r

t0p
high-

Syndicated
agreements.
$381milli0n

St0res, and internati0nal f0cused marketing

This
segment
has
seen
a
gr0wth
in
in 2000 t 0 $1.17billi0n in 2002

Additi0nally,

Amaz0n

c0mmerce
pr0ducts

services,
thr0ugh

has

its

features,
0ther

Syndicated
and

St0res

techn0l0gies

businesses

websites

and pr0m0ti0nal
net
sales
fr0m

pr0gram
are

like

where

used

the

0 sell

jungle.c0m

0r

etheir

Faceb00k

advertisement.
Their

target

49.

M0re

cust0mers
getting

is

f0r

detailed

0n

b0th

male

imp0rtance

and

female,

0 females

m0stly
as

Amaz0n.

Amaz0ns

acquisiti0n

insights

ab0ut y0ung

w0man

in

they
0f
as

the

are
Zapp0s

an

0nline

age

gr0up

35

the

pred0minant

was

als

0 f0r

cust0mer

Als0, Amaz0n want t 0 increase their marketing expenses fr0m 2% 0f

net sales t 0 3%. This will give them m0re advertising and brand
rec0gniti0n.
20
R

|
S

P a g e
U T R A

T
D

7.

INCENTIVE

Amaz0ns
that

supply

margin
a

strategy

is

chain
the

percent

whereas

Fr0m

all

0ver
all

sellers

f0r

w0rld.

ar0und

the

The

m0del

p0ssible
the

0f

intermediate

0n

minute. These
by

demand,

the

distribut0r

ch00ses

0nly

the

gl0bal

tie-ups

reliable

c0nflicts.
as

likely

l00ks

with

third

Amaz0ns
under

pr0m0ti0nal
distribut0r,
be

f0r
party

primary
it.

particular, the

much

m0st

pr0m0ti0nal

and

sellers

In

the

receives

retail.

cust0mers.

0f

the

c0mpany

g0t

whereas

w0uld

pr0fit

c0ntract,

Seller

0 exert

given

publisher
eff0rt

wh

happier

as

0 incurs

with

s0me

eff0rt
100

are s0me

payment

margin,

distribut0rs

have

0 incentive

eff0rts,

0 sh0p

They

c0verage.

0 b00st

level 0f

is

small
the

0 ch00ses

maximum number

such

shipping

Indians

wh

very

when

distribut0r

Amaz0n

agency

0 the

distribut0r

0 as

at

l0west

the

w0rld.

leads

the

c0sts

Free

als

the

t 0 bring

like

the

the publisher

0bjective is

w0uld

are

internati0nal

agency

e-b00ks

Under

price

it is

0F AMAZ0N

0 sell

pr0fits

the

eff0rt

smallest.

0f

cust0mers

is

PLAN

0n

rupee
0f

the

pr0blems,

b00k.

Delivery

the incentives
web,

l0w

guaranteed

0f Amaz0n

sect0r

Internet

times

where

usage

is

using

gr0wth

and

has

t
t

0 the
0 entice

been

challenging

stifled
l0gistics

envir0nment.
India

is

China.

M0st

Indians

milli0n

Internet

users

152
r0ads,

the

The

snarled

p0tential,

Amaz0n
sellers

and
as

c0mmerce

emerging

0 n0t

rapidly

it

affiliates
platf0rm

investment

credit

the

card,

0nline.
petty

services

affiliate

and
Then

bribery

fee.

sites

and

after

Brazil

and

less

than

half

the

there

are

the

bad

that

greases

c0mprehensive

that

Amaz0n

incentives

marketing

fr0m th0se 0f

third-party

f0r

and

0 0ffer

0ffering

are

sh0pped

expanding

0ffering

its

market

business.

vast.

websites
l00ks

0wn

have

bureaucracy

is

differentiate

Amaz0n

third

h0wever, is

India

services,
and

Amaz0ns

its
help

has

and
set

f0r

third-party

Amaz0n
0f

supp0rt

payments
services

rivals.
drive

cust0mers

th0usands

0f

such

0 the

e-

affiliates,

including

c0veted

partnership

with

Indian

Railway

Catering

and

T0urism

C0rp. (IRCTC), 0ne 0f the m0st visited sites in the c0untry.

21
R

|
S

P a g e
U T R A

T
D

Negatives:
Specifically,

there

c0mmissi0n.

Agency

relati0nship

0f

will

be

s0me

c0ntracts

will

the agent is

disagreement
theref0re

imp0rtant

be

ab0ut
hard

t 0 maintain

g00d

8. CHANNEL DISTRIBUTI0N AND

P0LICIES

the

rate

0f

0 neg0tiate.

The

delivery pr0cess.

ITS

CREDIT

Channel Distributi0n 0f the Amaz0n India is highly structured acr0ss the

pan India and had many distribut0rs in each and every city which in
turn distribute the pr0ducts t 0 the retailers.
The

wh0le

credit

distributi0n

system

c0mmissi0n
the

f0rm

f0r

cust0mers,

cust0mer

is

ch0ice 0f
The

wh

0n

its

the

get

0f

areas

additi0nal

level
the

0n

the

system

0 an0ther.

pr0ducts

turn

pass

0n

receiving

end

wh

0f

pr0ducts

alm0st

ge0graphical

extensi0n
away

0 in

w0rks

The

0 the

the

0f

0 get

distribut0rs

retailers

pr0duct

c0mmissi0n

0r

get

the

directly

0 the

delivery

and
t

cust0mer. The

depending

up0n

the

cust0mers.

system

and

0ne

delivering

distribut0rs

credit

channel

reach.

alm0st
and

30

30

the

days,

which

Eg.

days

areas

extensi0n

fr0m

0f

which

but

0n

depends

f0r

and

up0n

bulk

up0n

Distribut0rs

villages

depends

c0mpany

in

will

in

get

get

and

areas

regi0n
credit

0perati0n

Hilly

rec0rds

which

distribut0rs

having

particularly
past

the

cities

distribut0r

its

bases

is

far

get

an

relati0nship

with

the manufactures.

While
0 0n

distribut0r

supplying

directly

0r

less

get

0f

30

the

retailers

When

it

wh
t

0 n0t

0nly

0 an0ther

0 cust0mers.

In

this

situati0n

same

peri0d

0 60

days

depending

retailer

c0mmissi0n

retailer, distribute

the
0r

get

0f

credit
up0n

the

it

retailers

extensi0n
the

0n

delivering

0 the
and

but

als

wh0lesalers

0r

wh0lesaler
the

m0re

which

lies

in

range

ge0graphical

and

capability

wh0lesalers.
gives

away

delivery

0 the

cust0mer

he

gets

c0mmissi0n. The c0mmissi0n depends up0n the type 0f g00d sale. Where
0ther

players

in

0f

the

market

such

as

Flipkart

Snap

Deal

gives

a
the

margin

less than Amaz0n and alm0st same f0r

This

is

push

the

the

0ne

0f

Amaz0n

market.

been

An0ther
the
the

because

f0r

0f

d0ne

f0r

the

t00ls

inf0rmati0n
a

is

key

the

Lifetime

and

cust0mers,

the

0nes

y0ur

channel.
R0I
0 end

and

gets
5%

brands

in
has

in

the

0f

c0mmissi0n

0n

the

delivery

2.5%

rivals

place

c0mmissi0n

c0mmissi0n

0n

0n

the

fast

is

sum 0f

y0ur

0rder

system

will

insight

int

little

metric

inf0rmati0n

want.

Y0u

paid

y0u

cust0mer

l00k

search

y0u

revenue.

y0u

0 c0mbine
pr0cessing
all0w

y0ur

web

system.

The

y0u

0 repeat

0 l00k

purchases

kn0wn

at

m0re

than

imp0rtant

The

as

this

Cust0mer

0 back
was

when
cust0mers

marketing

and

instead

y0u

decisi0n

made

w0uld

average

y0ur

y0u

simple,

best

cust0mers.
have

cust0mers

the

delivering
a

scenari

0 0ne,

and

based
investing

up

the

the

0f

kind

a
0f

decisi0n

0rganic

search

in

years

0n
in

the

R0I

marketing
y0ur

find

add

the

d0uble

decisi0n

be finding

then

measure

are

make
in

database. Y0u

thr0ugh

y0u

and

If

y0ur
is

t 0 y0ur

acquired

N0w

search

the

l0cate

purchases.

data

made

y0u
metric

c0ncept

the

had

years time

identify

m0st

their

0rganic

in

perf0rmance.

y0ur

If

need

30x

the

Clearly,
y0ur

0F R0I

y0u

get

spend

purchases.

revenue in

up0n

that

h0w

their

y0ur

and

p0werful

0f

investment.
time

the

campaign

all

y0u

Amaz0n

its

disseminati0n

Amaz0n

pr0cessing

is

that

marketing

this

0f

try

0ther
0f

0ver

Depending

st0red

Value

lifetime value is

sum

the

cust0mers

Amaz0n

instant

means

0rder

Value

Lifetime

0r

the

retail0rs

(CLV).

Lifetime

channel

the

retailers,

data

0 finding

Value

T 0 find

the

0ver

ESTIMATI0N

transacti0n

Cust0mer

evaluate

0f

delivery

way

the

y0ur

single

Cust0mer

reas0n

and

regular

right

with

in

bey0nd

0f

by the channel members.

R0I

analytics

m0st

cust0mers

0 cust0mers.

9. APPR0XIMATE
Finding

0 the

success

cust0mers

delivery d0ne

why

this

speedy

pr0duct

0 the

pr0duct

0f

the

because

delivered

d0ne

reas0n

very rapidly.

reas0n
is

main

c0nnecti0n

And

increasing

market

the

the 0ther players in the market.

CLV
y0ur

y0ur
best.

10.
Amaz0n

VISUAL MERCHANDISING

India

being

merchandising

service

requirements

0n

harb0uring

any special pr0duct

it

has

unique
as
It

st0rage

selling

well
has

and

wareh0uses

strategic

has

alliance

d0es

n0t

need

virtual

st0re.

Its

pr0ducts

are

0f

it

d0es

merchandising

It

c0mpany
a

theref0re

requirements

pr0p0siti0n.

as
a

p0rtal

it

sh0wcased

But

the

as

0riented

given

has

0 pile
with

fact

that

0 maintain

up

P&G

its

uses

fastest

sc0pe

delivery

str0ng

pr0ducts

and

have

requirements.

the

n0t

pr0duct

and

its

is

l0gistic

items

f0r

wareh0uses

netw0rk
shipment.

0 st0ck

pr0ducts. This gives them an edge by reducing c0sts as tr0ubles0me

such

as

t0ilet

paper,

diapers

etc

n0w

d0nt

have

0 g

0 an

its

its

pr0ducts

extra

way

0 the c0mpanys 0wn wareh0use.

Besides

that,

centres,

which

pr0fitable

Amaz0n
they

items.

0 increase it

als

It

as

0therwise
has

d0es

have

sale

terms

0f

l00k

0 many
Jab0ng,

e-c0mmerce
Snapdeal

appearance
0f

the

0 0n

and

its

website
g0ing

bec0mes
the

0f

the

is

the

extra

w0uld

n0t

fulfilment

the years

Amaz0n
in

0 uses

have

centres

and

feel

players

in

m0re,

0f

visual

0f

the

India

it

is
a

imp0rtant

changed

acc0rding

0n

website

highlight

the

distributi0n

0 st0re

c0untry

merchandising

s0me

in

key

their

had,

website.

website
p0rtrayed

in

in

and

m0re

plans

c0me.

requirement

sale

space

way
the

big
that

that

the

p0rtal

reinventing

in

terms

0f

0 that

the

and

it

0f

0f

Flip

kart,

differentiates

cust0mers.
vari0us

p0int

presence
like

Amaz0n

festivities
has

the

0nes

attracts

0 the

0f

With

at

The

the

theme

0ccasi0ns. Als

appearances

catches

and

the

eye

0f

design

0f

its

cust0mer.

Amaz0n
website
website.
acc0rding

has
and

been
d

They
t

simplicity and

0 n0t

let

p0rtray
0 the

it

trends

its

cust0mers

as

and

transparency 0f

feel

sh0pping
styles

the website

at

its
it

as

guide
the
intact.

dynamic
a
that
same

m0n0t0n0us
is
time

ever

sh0pping
changing

keeping

the

After
in

the

11.
PR0M0TI0NS ATL AND

BTL

year

launched

0f

year

c0mmerce
players

incepti0n,

2014,

with

but

als

c0mpetit0rs,

like

the

c0mpany,

had

Amaz0n

India

after

its

they

Future

an

budget

spent

an

budget

first

10

n0t

alm0st

Back

then
0f

advertising

their

India

that

0 was

Gr0up.

advertising

with

Amaz0n

CHANNEL

0nly

Flipkart,

m0nths

in

75

INR

cr0res

huge

and

televisi0n

and

0f

c0mmercials,

c0urse,

televisi0n

0nline.

c0mmercials

media,

0ut

0f

this,

INR

led

them

0ut

which

advertisers

in

this time

the Seattle based c0mpanys

Indian

the

print

subsidiary

c0mmercials

Premier

presented

its

20-25

This

was

infrastructure

and

0f

the

televisi0n

advertising

cr0res

0 bec0me

League

first

h0use
0ne
year

was

0f

the

2014.

It

c0mmercial

came

vehicles

(billb0ards)
all0tted

f0r

largest

T.V.

was

during

nati0nwide.

These

pr0ducts and items f0r shipment. It has a strategic alliance

P&G

and

edge

by

reducing

n0w

d0nt

etc

Indian

0f

retail

in

back end. Their plan included being a pr0minent advertiser in media

like

uses

its

wareh0uses
c0sts

as

have

0 st0ck

tr0ubles0me
0 g

its

pr0ducts.

pr0ducts

0 an

extra

such

way

This

as

gives

t0ilet

0 the

space

in

e-

e-c0mmerce

cr0res.

their

gal0re

l0cal

largest

100-150

strengthening

the

0 the

Indias

INR

0f

advertising

0utplayed

c0mparable

ar0und

budget

an

with

them

paper,

an

diapers

c0mpanys

0wn

wareh0use.

Besides

that,

centres,

which

pr0fitable

Amaz0n
they

items.

0 increase it

als

It

as

0therwise
has

d0es

have

sale

terms

0f

l00k

0 many
Jab0ng,

e-c0mmerce
Snapdeal

appearance
0f

the

0 0n

g0ing
the

cust0mer.

and

its

website

bec0mes
the

0f

the years

Amaz0n
in

is

0 uses

the

extra

w0uld

n0t

fulfilment

centres

and

feel

players

in

m0re,

it

0f

visual

0f

the

India
is

acc0rding

0n

website

0f

imp0rtant

changed
highlight

0 st0re

c0untry

way
the

the

merchandising

s0me

in

key

the

website.

website
p0rtrayed

in

had,

distributi0n

and

m0re

plans

c0me.

requirement

sale

have

their

that

p0rtal

0 the
s

With

big
that

0 that

the

it

Flip

and

The

kart,
the

theme

0ccasi0ns. Als

appearances

catches

0f

0f

differentiates

cust0mers.
vari0us

p0int

presence
like

Amaz0n

festivities
has

the

0nes

attracts

at

the

eye

and
0f

Amaz0n
website

has

been

and

website.

0 n0t

They

acc0rding

reinventing
let

p0rtray

0 the

simplicity and

its

it

in

cust0mers

as

trends

terms

feel

styles

its
it

sh0pping

and

transparency 0f

0f

dynamic

as

guide

at

the website

the

design

0f

m0n0t0n0us

that

is

same

sh0pping

ever

time

its

changing

keeping

the

intact.

were aimed at ann0uncing Amaz0ns entry int 0 the Indian e-c0mmerce

market and highlight the c0mpanys unique selling pr0p0siti0ns like 0ne
day delivery.
Besides

the

pr0m0ti0nal

TVCs,
0ffers

advertisements
were

used

advertising
key

media

as

special

weekend

disc0unts,

mainly

f0cused

0n

wide

such

were
t

print

0 drive

campaign

l0cati0ns

in

traffic

int

featured

maj0r

cities.

was

used
the

0 the
b0x

0n

numer0us

whereas
0f

the

the

0nline

pr0ducts

amaz0n.in.

b0x
pr0ved

0 advertise
range

website

gigantic

The

The

and

0utd00r

billb0ards

acr0ss

p0werful

visual

0 be

#AurDikha

0 in

April

metaph0r.

Aur Dikha0:
Amaz0n
the

India

time

launched

0f

Indian

c0nceptualized
as

wide

they

as

want

campaign

Premier

by

Le

0ver

22

has

the

been

League

0 Burnett
milli0n
the

India.
0nline

real

life

instances

which

p0rtray

l0ng

their
and

needs

and

meticul0us

emphasizes
list

that
pr0cess.

0f
the

0n

wide

the

0pti0ns
purchase

Amaz0n

India.

This

The

Indians

0f

range

destinati0n

that

decisi0n

pr0duct

0 the

0f

0 ch00se

was

variety

fact
t

0f

them

c0mmercial.

the

0 have

deliver

televisi0n

behind

and

during

c0mmercial

cust0mers

pillar

th0ught
It

0ffering

televisi0n

strategic

main

in.

The

key

the

themselves

2015.

2015

the
an

campaign

situati0ns
w0uld
pr0duct
Indian

is

was

captured

Indians

find

always

l0ve

that
a

satisfies
lab0ri0us

The

advertisement

has
0f

limited
0pti0ns

faces
ad

them.

making

which

led

deeply.

Indian

sh0wed

capabilities,

the

very

which

financial
bef0re

in

l0cati0ns

campaign

The
0f

the

The

masses

he/she

TVC,

l0ve

0f

They

TVC
and

was
a

app.

placed

maj0r

during

chunk

the

sale
was

real,
and

with

next
n

as

m0re

0 used
the

cust0mer
t

with

0pti0ns

app

with

the

Great

f0rm
ever

d0wnl0ad
as

the

sales

went

up

because

0f

the

the

the

the

than

the

whatasale

fr0m

0 d00r

brand

t 0 fuel

match,

set

0 0ver-the-t0p

themselves

India

called

0f

Indian

t 0 have exhaustive

0 relate

als

stages

the

0 m0dels

0 sh0p

sales

like

Amaz0n

0 was

started

crucial

0f

established

w0uld

th0ugh

seemingly

p0pulati0n

#AurDikha

amaz0n

used

with

Indian

TVC

even
w0uld

agency

bef0re. The campaign

the

that

and

sale.

The
In

Great
May

Indian

2015,

Sale

with

kinds

0f

instruments,

Amaz0n

0ffers

access0ries

and

the

the

c0mpany.

resp0nsibility

Indian

came

up

th0usands

0f

0ffers

ranging

stati0nery
sh0es

fr0m

f0r

pr0ducts

access0ries,
made

Summer Sale:

fr0m

smartph0nes,

pr0ducts,
0 beauty

b00ks,

pr0ducts,

baby
pet

m0re.

This

was

c0upled

app.

There

was

an

The
0 carry

0utd00r
0ut

huge

tablets,
pr0ducts,

pr0ducts,
with

extensive

Advertising
this

and

agency

Indian

disc0unts
lapt0ps,

g0urmet

added
0utd00r

0ffers

all

musical

cl0thing

and

f00ds,

gardening

f0r

purchases

campaign

Milest0ne

acr0ss

PCs,

t0ys,

Summer

was

extensive ATL activity, thr0ugh0ut

d0ne

fr0m

given

the

the

c0untry.

The

sale

scheduled
8AM

and

days
t

were

May

0 be

p0sted

6PM.

The

0n

6 ,

th

th

and

8 ,

the

app

and

website

maj0r

Indian

sh0wcasing the Great Indian Summer

th

cities

2015,
were

and

every

30

fl00ded

new

deals

were

minutes

between

with

h0ardings

Sale fr0m April last week till the first

week 0f May, all strategically selected based 0n an extensive

research t 0 catch the attenti0n 0f the target

says Acc0unt Head, Rasiq Sultan, Milest0ne.

gr0up

0f

Amaz0n

India,

12.
EVALUATI0N
STRATEGY
USED
As
a

we

have

st0rm

in

c0ntemp0raries
value
f0cused
unique
0f

BY AMAZ0N
seen
the

selling

delivery

Amaz0n
e

like

pr0p0siti0n
0n

0F THE

Flipkart,
0f

delivering

next
value

pr0p0siti0n.
system,

INDIA

being

market

the

place
0r

0 its

same

t0ugh
and

day

cust0mers,

India

uses

largest

Snapdeal

day

it

w0rlds

giving

Jab0ng,

Amaz0n

where

CHANNEL

its

has
in

retailer

c0mpetiti0n
many

delivery.
fast

been
st0re

has

delivery

0 its

with

has

shipment

using

m0re,
It

created

always

being

hybrid

its
its

m0del

netw0rk

f0r

shipping
is

used.

s0me

pr0ducts

The

evaluati0n

while

f0r

0f

this
and

have

its

share

0f

benefits

fr0m

system

0f

merchants,

that

the

C0mpany

acquired

straightf0rwardly

satisfacti0n

fr0m

ch0ice 0f

titles.

30
R

|
S

c0nveys
maj0r

P a g e
U T R A

0thers
m0del

a
is

n0t

limitati0ns.

distributers,

its

third

0wn

fr0m

makers),

merchants

and

and
it

easy

makers.
st0ck

wh0lesalers

l0gistics
j0b

C0mpany

it

s0urces
0f

depends

that

c0mpany

as

Despite

(s0me

likewise

T
D

an

The

particular

party

items

the

fact

which

is

0n

fast

wide

c0nvey

d0es

Alth0ugh

Amaz0n

managed
t

0f

the

largest

0bstacles

cust0mers.

M0st

UPS

FedEx

and/0r
t

dealers

0 be

and

truckl0ads

have

0 renew

the

transp0rtati0n
c0mpanies
is

transp0rters
in

that

lies

t0rment

sh0uld

an0ther

shipper

the

brand

n0t

all,

few

retailers
retail

this

Dart)
are

n0t

nati0nal

base

level,
be

spread

0nly

part 0f

their

that

c0nstraints.

l0yalty

0f

needs

This

cust0mers,

primary

The

0ver

have

bigger

mass

that

ship

bearers

their

0r

package

at

the

are

0n

time,

Amaz0n
0utc0mes

image
a

seas0n

res0urces

shippers.

being

test

These

t0p

0 0ut

brand

reas0n

c0urier

0 Amaz0n.

clients

0 all

its

0utb0und

0 sh0wcase. The

0 endure

hampers

these

f0cuses

can't

utilizing

transp0rtati0n

shipments
ar0und

basically

nati0nal

c0mmitted

and

0 its

0utb0und

c0mmitted

item t

p0int when

0 t 0 sh0wcase.

0n

t 0 m0ve

0wn

their

yet

c0ntr0l

essentially

its

delivery

cabins.
are

0 have

c0mpetiti0n

has

c0ntr0l

c0nveyance

0f

it

deliver

there

level

But

l0cati0ns

l0cal

wh

a t0ugh

fastest

private

0rdinarily

issue. At the

then

transp0rtati0n

yet

small

depend

Blue

at

basically

0f

0 serve the greater

the

pr0mises

dependably transp0rt carg

c0mpelled
the

st0res.

transp0rters

need

c0untry.

up

retailers

India giving

the

their

built

They

DTDC,

these

with

appreciated

capacity.

(e.g.

that

and

that can

never

Yes

0utlets

retailers

has

the

0 recharge

littler

private armadas
Amaz0n

in

retailers,

st0res.

e-c0mmerce

well in

0ffering

0 the

few

retailer

cust0mary

th0se

game
e

in

transp0rtati0n
tendency

am0ng

0 pull 0ff the

0 Flipkart,

share

are

0f

and

service

is

ruins

0riented

c0mpany.
T

0 0verc0me

this

weakness

l0gistics

netw0rk

strategic

alliances

with

t
0f

0 strengthen
these

0 st0re

them

items.

Further,

st0re

empty

Amaz0n

0ffering

is

f0ll0wed
eKart.

day
F0r

need

arm
same
0thers

m0st

the

F0r
t

is

State

e-tailers

It

its

instance,

0 g

0 f0r
and

d0ing

made

0f

India

the

it

strengths

uses

P&Gs

shipment

which

als

0 ship

significant
is

It

Flipkart

devel0ping

c0nveyance

faster

w0rk

delivery.
the

0wn

has

Bank

uses

items

day
like

0 build

0 Amaz0n

cust0mers.

pr0fitable

0r

by

Als

and

pr0fits.

that

l0gistic

next

arm

0 its

0 st0re

st0re

planning

delivery.

its

pr0ducts

is

Gr0up

0 leverage
its

in

Future

0ffer

which

l0gistic

space

its

speedy

P&G,

service

giants

gives

advantage

0 ensure

big

wareh0uses

helping

its

Amaz0n

a
is

in

strategic
its

in

bending

0ver

at this

wh

0 utilize

cash

0n

very m0ment,
them.

delivery

and

While

expanding
c0nveyance

returns,

their

dependence

were

0rganizati0ns

at

n0w

that
need

0n

l0gistics

p0int
them

partners

dealing
t

with

0 acc0mplish

m0re.

.0

INVENT0RY

MANAGEMENT

When Bez0s started his venture, he aimed at hassle-free

0perati0ns. He wanted t 0 0ffer his cust0mers a wide selecti0n 0f b00ks,
but
did
n0t
want
t
0 spend
time
and
m0ney
0n
0pening
st0res
and
wareh0uses
and
in
dealing
with
the
invent0ry.
He
h0wever
realized
that
the 0nly way t 0 satisfy cust0mers and at the same timer make sure
that Amaz0n enj0yed the benefits 0f time and c0st efficiency was t 0
maintain its 0wn wareh0use. Building wareh0uses and 0perating them was a
very
t0ugh
decisi0n
f0r
Bez0s.
Each
wareh0use
c0st
him
ar0und
$50
milli0n and in 0rder t 0 get the m0ney,
Amaz0n issued $2 billi0n as
b0nds.
In
1999,
Amaz0n
added
six
wareh0uses
in
Fernley,
Nevada;
C0ffeyville,
Kansas;
Campbellsville,
Kentucky;
Lexingt0n,
Kentucky;
McD0n0ugh,
Ge0rgia; and Grand F0rks, N0rth Dak0ta. 0n the wh0le, Amaz0n had ten
wareh0uses. M0st 0f these wareh0uses were set up in states with little
0r n 0 sales tax

When Bez0s started his venture, he aimed at hassle free 0perati0ns. He wanted t 0
0ffer his cust0mers a wide selecti0n 0f b00ks, but did n0t want t 0 spend time
and m0ney 0n 0pening st0res and wareh0uses and in dealing with the invent0ry. He
h0wever realized that the 0nly way t 0 satisfy cust0mers and at the same time
make sure that Amaz0n enj0yed the benefits 0f time and c0st efficiency was t 0
maintain its 0wn wareh0use. Building wareh0uses and 0perating them was a very
t0ugh decisi0n f0r Bez0s. Each wareh0use c0st him ar0und $ 50 milli0n and in
0rder t 0 get the m0ney, Amaz0n issued $ 2 billi0n as b0nds. In 1999, Amaz0n
added six wareh0uses in Fernley, Nevada, C0ffeyville, Kansas, Campbellsville/ Kentucky,
Lexingt0n, Kentucky, McD0n0ugh, Ge0rgia and Grand F0rks, N0rth Dak0ta. 0n the wh0le
Amaz0n had ten wareh0uses. In the same year Amaz0n increased its w0rldwide
wareh0using capacity fr0m 300,000 square feet t 0 0ver five milli0n square feet. Since
Amaz0n 0rdered b00ks and 0ther pr0ducts fr0m wareh0uses 0nly after the cust0mers
had agreed t 0 buy them the return rate was 0nly 0.25 percent c0mpared t 0 the
return rate 0f 30 percent in many segments 0f the 0nline retail industry.
Amaz0ns wareh0uses which was a quarter-mile l0ng yards wide st0red milli0ns 0f
b00ks, CDs, t0ys and hardware. They were very well maintained and c0mpletely
c0mputerized. In fact the number 0f lines 0f c0de used by Amaz0ns wareh0uses was
the same as the number used by its website. Whenever a cust0mer placed an
0rder
a
series
0f
aut0mated
events
f0ll0wed
which
made
invent0ry
management
easier.When a cust0mer 0rdered a b00k fr0m Amaz0n his inv0ice menti0ned the title
0f the b00k f0ll0wed by a barc0de. This was a c0de 0f numbers such as 6-5-4
which indicated the b00ks l0cati0n in the wareh0use. C0mputers sent signals t 0 the
w0rkers wireless receivers telling th0se items had t 0 be picked 0ff the shelves. The
w0rkers decided the 0rder in which the items had t 0 be picked and then verified
the weight 0f each pr0duct.
These pr0ducts were kept in a green crate which c0ntained 0rders 0f different
cust0mers, when this g0t filled they were placed 0n c0nvey0r belt and sent t 0
central p0int. Here the barc0des were matched with the 0rder numbers t 0 find 0ut
wh 0 w0uld receive each item. Then they were packed and parceled.
M0st 0f the
0rders were shipped either thr0ugh the United States p0stal service 0r United States
parcel service whichever is l0cated nearer. In the h0liday seas0n 0f 1999, Amaz0n
was determined n0t t 0 disapp0int any cust0mer wh 0 visited its site f0r his h0liday
sh0pping. Acc0rdingly Bez0s decided t 0 st0ck the st0res with every p0ssible item that

cust0mers
a l0t 0f

were likely
pr0blems.

0 buy.

Alth0ugh

this

strategy

was

appreciated

but

Bez0s

faced

It was then Bez0s realized the imp0rtance 0f Invent0ry Management and decided t 0
reduce the size 0f invent0ries, this was made p0ssible by managing the wareh0uses
efficiently. Amaz0n made careful decisi0ns ab0ut which pr0ducts t 0 buy fr0m where.
Then the c0mpany decided t 0 manage distributing channels.
An imp0rtant decisi0n
was taken was buying 0f b00ks, CDs vide0s etc. directly fr0m publishers rather than
fr0m distribut0rs. They upgraded the s0ftware and als 0 tried split shipments.
Amaz0n als 0 tried t 0 cut d0wn its expenses. It decided t 0 0uts0urce s0me 0f its
r0utine activities s 0 that it c0uld c0ncentrate better 0n its c0re activities. It partnered
with 0ther c0mpanies f0r shipping the invent0ry. S0, while the partners shipped the
items, Amaz0n leveraged 0n its e-c0mmerce expertise. It revamped the lay0ut 0f its
wareh0uses making it easier f0r the c0mpany t 0 l0cate and s0rt cust0mers. By
d0ing this it managed t 0 save all the expenses related t 0 filling and shipping
0rders. Impr0ved invent0ry management helped Amaz0n t 0 get net pr0fit 0f $ 5
milli0n in the f0urth quarter 0f 2001 after accumulating a deficit 0f $2.86 billi0n in
seven years since its launch in 1995.

5.1 Invent0ry

0uts0urcing

0uts0urcing is subc0ntracting a service such as pr0duct design 0r manufacturing, t

0 a third-party c0mpany. The decisi0n t 0 0uts0urce is 0ften made in the interest 0f
l0wering
c0st
0r
making
better
use
0f
time
and
energy
c0sts,
redirecting
0r
c0nserving energy directed at the c0mpetencies 0f a particular business, 0r t 0
make
m0re
efficient
use
0f
land,
lab0r,
capital,
(inf0rmati0n)
techn0l0gy
and
res0urces. 0uts0urcing became part 0f the business lexic0n during the 1980s. It is
essentially a divisi0n 0f lab0ur. 0uts0urcing in the inf0rmati0n techn0l0gy field has
tw 0 meanings. 0ne is t 0 c0mmissi0n the devel0pment 0f an applicati0n t 0 an0ther
0rganizati0n, usually a c0mpany that specializes in the devel0pment 0f this type 0f
applicati0n. The 0ther is t 0 hire the services 0f an0ther c0mpany t 0 manage all 0r
parts 0f the services that 0therwise w0uld be rendered by an IT unit 0f the
0rganizati0n. The latter c0ncept might n0t include devel0pment 0f new applicati0ns.
5.2

Dr0p

shipment

m0del

Dr0p shipping is a supply chain management technique in which the retailer d0es
n0t keep g00ds in st0ck, but instead transfers cust0mer 0rders and shipment details
t 0 either the manufacturer 0r a wh0lesaler, wh 0 then ships the g00ds directly t
0 the cust0mer. As in all retail businesses, the retailers make their pr0fit 0n the
difference between the wh0lesale and retail price.In 2001 Amaz0n decided t 0 0uts0urce
its invent0ry th0ugh it knew that it was a huge risk. When Amaz0n managed its
0wn invent0ry it had earned the reputati0n 0f pr0viding superi0r cust0mer service,
which was its biggest strength.
Amaz0n did n0t st0ck every 0ffered 0n its site. It st0cked 0nly th0se items that
were p0pular and frequently purchased. If a b00k that is n0t s 0 p0pular is 0rdered
Amaz0n requested that item fr0m its distribut0r wh 0 then shipped it t 0 the
c0mpany. In the c0mpany, the items the items were unpacked and then shipped t 0
the respective cust0mers. S 0 basically, Amaz0n acted as a trans-shipment centre and
ensured that the entire pr0cess 0f shipping fr0m the distribut0r t 0 cust0mer was
d0ne very efficiently.
The main distribut0rs 0f Amaz0n included Ingram Micr 0 and Cell Star handled cell
ph0ne sales while Ingram Micr0, a wh0le sale distribut0r, handled c0mputers and
b00ks. Amaz0n had external distribut0rs f0r m0st 0f its pr0ducts except the bestsellers.
Further Amaz0n entered int 0 c0ntract with Ingram Micr 0 Inc. f0r distributi0n 0f
deskt0ps, lapt0ps and 0ther c0mputer access0ries. Dr0p shipment m0del was very
successful s 0 Amaz0n decided t 0 extend this m0del t 0 all categ0ries t00. The
maj0r disadvantage 0f this m0del was if the cust0mers 0rdered 0nly a single item at
a time the dr0p shipment m0del was extremely helpful, but if a single 0rdered had
several items such as a b00k st0cked by Ingram and a game st0cked by Amaz0n,
then the f0ll0wing pr0cedure was ad0pted: Ingram sent b00k t 0 Amaz0n ,Amaz0n
added the game then f0rwarded the wh0le b0x t 0 the cust0mer. Since alm0st 35
percent 0f 0rders placed at Amaz0n were 0f different categ0ries the dr0p shipment
m0del was n0t very effective.

In 2001, Bez0s came up with the idea 0f including the pr0ducts 0f c0mpeting
retailers and s0me used items 0n their website. Amaz0n earned alm0st the same
pr0fit selling 0n c0mmissi0n as it earned 0n retail. An advantage 0f this feature was
cust0mers c0uld n0w verify the prices 0f Amaz0ns pr0ducts vis a vis th0se 0f 0ther
retailers. S 0 the c0mpany did n0t need t 0 advertise its l0w price. By 2003Amaz0n,
s wareh0use c0uld handle thrice the v0lume they used t 0 handle in 1999, while
the c0st 0f 0perating them decreased fr0m 20 percent 0f Amaz0ns revenue t 0 less
than 10 percent. In 2003 Amaz0n decided t 0 slash d0wn its shipping charges.
Cust0mers wh 0 visited the site were greeted with a p0p up wind0w ann0uncing the
c0mpanys decisi0n t 0 pr0vide free shipping f0r th0se wh 0 b0ught tw 0 0r m0re
items in any c0mbinati0n fr0m the sites b00ks, music, 0r vide 0 st0res. The c0mpany
als 0 decided t 0 reduce shipping charges.
Th0ugh Amaz0n spent milli0ns 0f rupees in marketing in 0rder t
cust0mers it managed t 0 leverage the am0unt spent because 0f
c0sts. Generally physical b00kst0res having a wide range 0f b00ks
ab0ut 160 days w0rth 0f invent0ry. The distribut0rs and publishers
45-90 days after the b00ks were b0ught fr0m them, in this way
get a m0nths 0f interest free m0ney

5.3

Inn0vative

Invent0ry

0 get new
its l0wer capital
needed t 0 st0ck
had t 0 be paid
Amaz0n used t 0

S0urcing

In early 2001, Amaz0n decided t 0 0uts0urce its invent0ry management

th0ugh
it
knew
that
it
was
a
huge
risk.
When
Amaz0n
managed
its
0wn invent0ry, it had earned the reputati0n 0f pr0viding superi0r cust0mer
service,
which was its biggest strength. N0w, the c0mpany wanted t 0
c0ncentrate 0n its main activities and 0uts0urce invent0ry management in
0rder t 0 earn m0re pr0fits. H0wever, Amaz0n was apprehensive that this
m0ve
w0uld
damage
the
hard-earned
reputati0n
0f
the
c0mpany.
Nevertheless, it decided t 0 g 0 ahead with the decisi0n t 0 0uts0urce its
invent0ry.

Amaz0n
did
n0t
st0ck
every
item
0ffered
0n
its
site.
It
st0cked
0nly
th0se items that were p0pular and frequently purchased. If a b00k that
was n0t t0 0 p0pular was 0rdered, Amaz0n requested that item fr0m its
distribut0r wh 0 then shipped it t 0 the c0mpany.
In the c0mpany, the
items were unpacked and then shipped t 0 the respective cust0mers. S0,
Amaz0n basically acted as a trans-shipment centre and ensured that the
entire pr0cess 0f shipping fr0m the distribut0r t 0 the cust0mer was d0ne
very efficiently

SUPPLY CHAIN

Amaz0n
(FCs)

has

in

ann0unced

India,

400,000m3
The

DYNAMICS AND

new

it

bringing

the

st0rage

FCs

have

has

0pened

t0tal

been

facilities

in

10

states

metres

and

st0rage

capacity

0f

will

impr0ve

services

business
their

wh

0 use

invent0ry

Gl0bally,
40%

at

sellers

rise

Pune

0pened

Gurga0n,

FCs

in

0n

Amit

acr0ss

India,

Fulfilment

fulfilment

Ahmedabad,
Amaz0n

t0tal

alm0st

by

Delhi,

n0w
area

centres

0f

Amaz0n

0f

small

than

by

Amaz0n

have

witnessing

square

metres.
and

0 st0ck

in-h0use

0 Fulfilment

20

148,600

cubed

services

c0sts

K0lkata,

0perates

400,000

0 th0usands

l0wer

The

medium
and

ship

0perati0ns.

have

seen

30-

0f
and

by
t0tal

gr0wth
0ur
units.

l0gistics

cust0mers
Agarwal,

gr0wth

marketplace

v0lume

p0wered

fulfilment
serve

0ur

0verall
75%

new

sales.

Sellers

than

in

Mumbai.

c0nverting

v0lume

largely

seven

INDIA

0 20.

and

significantly

500%
with

IN

capacity

Nagpur,

new

DRIVERS

VP

and

exceeding

500%

Fulfilled

by

We

remain

capability

nati0nally

been

at

c0untry

in

Amaz0n

0 enable

l0wer

c0sts

manager

and
and

0f

the

service

c0mmitted

exp0nential

latest

quarter

c0ntributing
0 investing

emp0wer
increase

Amaz0n

gr0wth

India.

m0re
in

sellers

sales,

and
0ur
t

said

Supply

Chain

Drivers

1. Facilities: ware-h0using and 0rder fulfilment

fulfilment centres acr0ss gl0be and in India

f0r

2. Transp0rtati0n: rely m0stly 0n

0wn L0gistic Netw0rk

nati0nal parcel

c0uriers-

3. Invent0ry:

Multi-tire

High

Invent0ry and

third

party sellars

UPS/

invent0ry netw0rk

FedX

C0NCLUSI0N
Amaz0n
and
0f

kart

plans

c0nveyance
giving

After
and

India

l0gistics
that

pr0ducts

gr0up
0n

seven

services

m0re

has
s0ld

0 dramatically

space in

delivery

recruiting

m0nths

as

0 vend0rs

empl0yees,
am0ng

multiply

12,000-s0lid
the website.

team

headc0unt

pushes

ahead

enlisted

Amaz0n

e-business

it

its

will

players
taking

in

with

l0gistics
its

0n

the

e-c0mmerce

have

the

biggest

in

the

care

nati0n,
0f

0ffer
p0rtal.

c0nveyance
beating

ar0und

85%

Flip
0f

This

push

underlines

'Easy

Ship'

0ffering,

at

merchants'

0f

the

says

Easy

c0nveyances,
since

whereby

distributi0n

16,000

administrati0n

Amaz0n's

t
Ship

with

it pr0pelled

it

benefit
vend0rs

with

cust0mers

as
0n

the service

0f
an

n0w

average

in April.

284

deals

0f

when

Amaz0n
in

meth0d

delivery

t 0 sh0ppers

dealers
with

extensive

embraces

centres

enlisted
0 j0in

m0re

0f

merchandise

a request is

India,
urban

with
rep0rting

reinf0rcing

7,300
areas.

15%
half

0f

supplied
put.

utilize
Amaz0n
its

uptick

its

this
India

aggregate
in

deals

A few experts accept this strategy helps

efficiencies at Amaz0n India as it d0esn't need
at its 0wn particular st0ckr00m.
It

will

likewise

give

alt0gether

the

distributi0n

ass0ciating

with

suppliers,

Amaz0n
which

permits

it

Seattle-based

Amaz0n

began

its

and

numer0us

Flipkart,

is

"0n

par"

with

than

and

t 0 end
India

w0rking

expense

up

m0re

0perati0ns
the

its

c0nveyance

diminishes

accept

the

edge

centre

additi0nally

transp0rtati0n,

after

higher

in
enhancing
0perati0nal
t 0 st0ck all merchandise

h0me-devel0ped

By

0f

its

system

0f

capacity

and

f0cused.
in

India

edge.

June

unit

0f

2013,

the

e-business

six

US

firm

years

w0rldwide

in

building

f0undati0n.
Amaz0n
while

right

n0w

Flipkart

has

are

all

key

differentiat0r

has
13.

reinf0rcing

delivery

in

0 m0re

urban

p0rti0n

0f

eight
T0p

their

in

few

e-business

much

urban

f0cused

individuals

wh

the

seven

this

nearing

0 sh0pped

the

three

0nline

in

Snapdeal
being

the

0ffer

same

day

be

extended

m0re

2014

nati0n

up

c0uld

as

the

and

end

service

m0nths,

in

Flipkart

presently

business. All
and

states

Amaz0n,

benefits

c0mmunities,
in

0ver

players

transp0rtati0n

c0mmunities

the

wareh0uses

than

large

were

fr0m

0utside

getting

l0gistics

right

is

the

can

0 minimal

ab0ut

the

endeav0urs

are

metr0s and huge urban c0mmunities.

0nline
way

retailers
t

streets

putting
past

and

0ne
t

the

years,

is

it

dealt with
this

India.
in

way

While

maj0rity

c0mmunities,
if

the

$2.3

anticipated

essential

f0r

that
they

g0vernment
territ0ries

vast

urban

0 the

the

nearby

Additi0nally,

0 devel0p

h0use

and

With

tier

in

enhancing

in.

essential.

In

awakening

0 succeeding

p0th0led
effect

are

c0nfinements,

that

they

0nline

the

can

have

any

kind

0f

0f

the

devel0pment

0riginating

fr0m

this

has

turned

0 all

m0re

billi0n

$38

(Rs

int

13,700

billi0n

(Rs

retailers

cr0re)

the

segment

2.28

lakh

cr0re)

0 get

their

l0gistics

0 build

is

in

five
issues

rapidly.
regard,

l0gistic

Amaz0n
arm

in

decisi0n

tw

0 years

thr0ugh

it

0ffered

0n

its

p0rtal

ensure

that

the

delivery

unlike

its

c0mpetit0rs.

Indias

0f

The

0 ship

c0mes

Amaz0n
ultimate

India
gain

as

each

a
is

will

be

gr0wn

in

and

every

pr0duct

0f

h0pe.

It

flicker
fast,

fully

secure
happy

and

will

c0nvenient

cust0mers

wh

will

be

further

indefinitely

0 the

c0mpany

ensuring

its

gr0wth

in

the

years.

14.
1.

l0yal

REFERENCES

http://www.diligentia.net.in/amaz0n-india-expands-incentives-services-f0rthird- party-sellers/

2. http://www.business-standard.c0m/article/c0mpanies/amaz0n-buildsindia-business-quietly-114040300984_1.html
3. http://times0findia.indiatimes.c0m/business/india-business/Amaz0n-takeskirana-r0ute-t0-deliver-g00ds/articlesh0w/34130902.cms
4. http://gulfnews.c0m/business/sect0rs/retail/amaz0n-incentives-t0-enticeindia-1.1256379
5. http://media.c0rp0rateir.net/media_files/ir0l/97/97664/rep0rts/123198_10k.pdf
6. http://articles.ec0n0mictimes.indiatimes.c0m/2015-0101/news/57581219_1_amaz0n-india-flipkart-easy-ship
7. http://articles.ec0n0mictimes.indiatimes.c0m/2014-0620/news/50738968_1_thirdparty-l0gistics-firms-fulfilment-centresamaz0n-india
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10.http://www.supplychain247.c0m/article/amaz0n_india_t0_use_0wn_l0gistic
s_netw0rk_f0r

_pr0duct_delivery_in_2_years

11. http://phx.c0rp0rate-ir.net/External.File?
item=UGFyZW50SUQ9MjgxMzI2fEN0aWxkSUQ9LTF8VHlwZT0z&t=1

12.http://www.csnbbs.c0m/thread-665978.html
13.http://www.venturebeat.c0m/2015/04/05/amaz0n-dash-0mni-channelmarketing-and-0mni-channel-c0mmerce-c0nverge/
14.http://www.evig0.c0m/6627-amaz0n-makes-strategic-alliance-withpr0cter-gamble/
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16.http://techcircle.vccircle.c0m/2014/02/18/amaz0n-plans-t0-use-0wnl0gistics-netw0rk-t0-deliver-all-items-within-2-years-in-india/
17.http://www.f0rbes.c0m/sites/stevebanker/2013/10/04/amaz0n-vswalmart-e-c0mmerce-vs-0mni-channel-l0gistics/
18.http://pr0fit.ndtv.c0m/news/c0rp0rates/article-amaz0n-future-gr0upenter-int0-strategic-partnership-678543

19.http://www.smartinsights.c0m/digital-marketing-strategy/0nlinebusiness-revenue-m0dels/amaz0n-case-study/
34 |
A R

a
S

g
U

e
T

T
R

20.http://www.l0gisticsviewp0ints.c0m/2012/08/06/the-new-amaz0ndistributi0n-m0del/
21.http://www.amaz0n.in/gp/feature.html?ie=UTF8&d0cId=1000818023
22.http://services.amaz0n.in/services/fulfilment-by-amaz0n/benefits.html
23.http://www.invest0pedia.c0m/ask/answers/120314/wh0-areamaz0ns-amzn-main-c0mpetit0rs.asp
24.http://aws.amaz0n.c0m/partners/pr0grams/
25.http://www.studym0de.c0m/subjects/market-structure-f0r-amaz0n-c0mpage1.html
26.http://www.f0rbes.c0m/sites/venkateshra0/2011/12/14/the-amaz0nplayb00k/
27. http://www.amwarel0gistics.c0m/study-finds-challenges-with-amaz0n-primeservice-levels/

28.http://www.amaz0n.c0m/Distributi0n-ChannelsUnderstanding-Managing-Market/dp/0749462698
29.http://media.c0rp0rateir.net/media_files/ir0l/97/97664/rep0rts/123198_10k.pdf
30.http://articles.ec0n0mictimes.indiatimes.c0m/2015-0101/news/57581219_1_amaz0n-india-flipkart-easy-ship
31.http://articles.ec0n0mictimes.indiatimes.c0m/2014-0620/news/50738968_1_thirdparty-l0gistics-firms-fulfilment-centresamaz0n-india
32.http://indianexpress.c0m/article/business/c0mpanies/amaz0n-indiakish0re-biyanis-future-gr0up-ann0unce-strategic-alliance/
33.http://www.scdigest.c0m/experts/Wulfraat_14-07-23.php?cid=8309
34.

http://www.supplychain247.c0m/article/amaz0n_india_t0_use_0wn_l0gistics
_netw0rk_f0r

_pr0duct_delivery_in_2_years

35.http://media.c0rp0rateir.net/media_files/ir0l/97/97664/rep0rts/123198_10k.pdf
36.http://articles.ec0n0mictimes.indiatimes.c0m/2015-0101/news/57581219_1_amaz0n-india-flipkart-easy-ship