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Key Facts
Name, Inc.
Founded July 5, 1994
Industries served Internet (Amazon Web Services, Amazon Video)

Retail (Amazon Marketplace, Amazon Prime, Whole Foods)

Consumer Electronics (Kindle, Fire tablet, Fire TV, Echo and Ring)

Geographic areas served Worldwide (Amazon Marketplace in 17 countries)
Headquarters Seattle, Washington, U.S.
Current CEO Jeffrey P. Bezos
Revenue (US$) 280.522 billion (2019) 20.5% increase over 232.887 billion (2018)
Profit (US$) 11.588 billion (2019) 15% increase over 10.073 billion (2018)
Employees 798,000 (2020)
Main Competitors Alibaba Group, Apple Inc., eBay, Inc., Facebook Inc., Alphabet (Google Inc.) Inc., International Business Machines Corporation, Microsoft Corporation, Netflix Inc., The Walt Disney Company, Wal-Mart Stores, Inc. and many other internet, retail, consumer electronics and video entertainment companies. business overview from the company’s financial report:

“We seek to be Earth’s most customer-centric company. We are guided by four principles: customer obsession rather than competitor focus, passion for invention, commitment to operational excellence, and long-term thinking. In each of our segments, we serve our primary customer sets, consisting of consumers, sellers, developers, enterprises, and content creators. In addition, we provide services, such as advertising to sellers, vendors, publishers, and authors, through programs such as sponsored ads, display, and video advertising.

We serve consumers through our online and physical stores and focus on selection, price, and convenience. We design our stores to enable hundreds of millions of unique products to be sold by us and by third parties across dozens of product categories. Customers access our offerings through our websites, mobile apps, Alexa, devices, streaming, and physically visiting our stores.

We also manufacture and sell electronic devices, including Kindle, Fire tablet, Fire TV, Echo, Ring, and other devices, and we develop and produce media content. We seek to offer our customers low prices, fast and free delivery, easy-to-use functionality, and timely customer service.

In addition, we offer Amazon Prime, a membership program that includes unlimited free shipping on over 100 million items, access to unlimited streaming of tens of thousands of movies and TV episodes, including Amazon Original content, and other benefits.

We believe that the principal competitive factors in our retail businesses include selection, price, and convenience, including fast and reliable fulfillment. Additional competitive factors for our seller and enterprise services include the quality, speed, and reliability of our services and tools, as well as customers’ ability and willingness to change business practices.”[1]

You can find more information about the business on the official website.

Amazon’s popularity is widespread around the globe. It has over 310 million active users and 100 million subscribers worldwide. Being the world’s leading online retailer, Amazon bags many achievements, eye-popping profits, and successful launches.

Let’s discuss this online retail giant in a little depth and understand the company’s business scenario with the help of Amazon SWOT analysis.

Jeff Bezos laid the foundation of Amazon in 1994. Originally, the company started as an online bookstore but soon converted to a top online retailer selling almost everything from A to Z just like its logo says.

Key facts about Amazon

Key facts about Amazon


Amazon is one of the largest electronic commerce website currently on the Internet. This online giant prides itself on its excellent business-to-business, business-to-consumer, and consumer-to-consumer relationships. The company sells new and used, as well as rents, multiple products ranging from books, electronics and computers to clothing, toys, and gardening tools. Amazon’s presence in the online shopping industry is well known.


In 1995, Amazon opened its doors as one of the largest e-commerce retailers in the world. The company is headquartered in Seattle, Washington but has operations and an active website in the United States, Canada, Europe, and Asia (“Timeline History”, 2012).

The history of Amazon is one of growth. From its conception to present day the company has acquired new companies and expanded. Jeff Bezos wrote the business plan for Amazon as part of his entrepreneurial dreams. The company was originated as an online bookstore that sold exclusively on Netscape and America Online websites (DataMonitor360). In fact, the company’s 1990s slogan was “Earth’s largest bookstore” (Stone, 2011).

In 1999, Amazon was no longer solely a seller of books. The company acquired,, and Along with that, Amazon formed an alliance with to create a co-branded store (DataMonitor360). By this time, Amazon had received market capitalization (Hoovers). The company was proving to be a threat for traditional brick-and-mortar stores. In 2002, Amazon began working with other retailers like The Gap and Nordstrom to integrate clothes into their product line-up (Hoovers).

Amazon continues to diversify their products. Now, Amazon is a Fortune 500 company and is known for its wide range of products and online sales on its trademark website, These products include books, DVDS, CDs, software and electronics, apparel, furniture, toys, food, and more. All of these products that are bought and sold include merchandise that has been purchased for resale from vendors as well as products offered by third party sellers. It engages in business-to-business, business-to-consumer, and consumer-to-consumer sales.

The company continues to grow and expand. Currently, Amazon employs about 88,400 people throughout the world (DataMonitor360). Along with that, the company’s financials has been improving. As of the fiscal year end in December 2012, Amazon documented total revenue of $61,093 million, which is a 27.1 percent increase from the fiscal year end in December 2011 (DataMonitor360). The year 2013 was no different in regards to increased and better financials for the company. In a press release at the end of January 2014, Amazon announced they were booming with $74.45 billion in total revenue. Furthermore, their operating cash flow increased to $5.47 billion, approximately 31 percent, and the company’s free cash flow increased $2.03 billion (“Amazon Booms in 2013 With $74.45 Billion in Revenue”, 2014).

The company continues to stay in the top of the market be continuously innovating old services and devising new ones. Some of these newer products and services that Amazon now offers include Amazon Prime, Prime Instant Video, Amazon Kindle, Amazon AutoRip, Amazon Studios, AmazonSmiles, and more.


Acknowledgement: We gratefully acknowledge Business Strategy Hub for their efforts in sharing information about strategic management and company analyses. Thank you Business Strategy Hub.

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Alphabet     Amazon     Coca-Cola     Costco     Ebay     Home Depot     KFC     McDonald’s     Mountain Dew     Nestle     Starbucks     Uber     Snack Food