Amazon.com, Inc.

is an American global technology corporation that specialises in e-

commerce, cloud computing, online advertising, digital streaming, and artificial intelligence. It is
regarded as "one of the most significant economic and cultural forces in the globe" and is one of
the most valuable brands in the world. Along with Microsoft, Apple, Apple, Meta, and Alphabet,
it is one of the Big Five American technological corporations.

On July 5, 1994, Jeff Bezos launched Amazon from his garage in Bellevue, Washington. It
started out as an online book store but has now evolved into many more product categories,
earning the nickname "The Everything Store." It has several subsidiaries, including Kuiper
Systems (satellite Internet), Amazon Lab126, Zoox (autonomous cars), and Amazon Web
Services (cloud computing) (computer hardware R&D). The company also has subsidiaries for
Ring, Twitch, IMDb, and Whole Foods. With the $13.4 billion purchase of Whole Foods in
August 2017, it significantly expanded its physical retail reach.

Through its Amazon Prime Video, Amazon Music, Twitch, and Audible divisions, Amazon also
disseminates a range of digital and streaming material. It produces movies and television shows
through Amazon Studios, and since March 2022, it has owned the film and television studio
Metro-Goldwyn-Mayer. It also publishes books through its publishing division, Amazon
Publishing. In particular, Kindle e-readers, Echo gadgets, Fire tablets, and Fire TVs are among
the consumer products that it also makes.

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 List of products and services offered by Amazon:

The product categories offered by Amazon include (books, DVDs, music CDs, videotapes, and
software), clothing, baby products, consumer electronics, beauty products, gourmet food,
groceries, health and potty for those who wanted them. Other categories include personal-care
products, toys/games, industrial and scientific supplies, kitchen items, jewellery, watches, lawn
and garden items, musical instruments, sporting goods, tools, and automotive items.

With Amazon's Subscribe & Save service, customers may get a lower price on a product (often
offered in bulk), free delivery with every order, and automatic shipments every one, two, three,
or six months.

Amazon sold 40% of all books sold worldwide and 63% of all books purchased online in 2014.

AMAZON PRIME

A paid subscription programme from Amazon called Amazon Prime is accessible in many
different countries and grants consumers access to extra services that would otherwise be either
unavailable or priced more for other Amazon customers. Services include supermarket shopping,
streaming music, video, and e-books, as well as same-day, one- or two-day delivery of items.
Amazon stated that Prime had more than 200 million subscribers globally as of April 2021.

AMAZON KINDLE

A series of electronic readers known as Amazon Kindle was created and is sold by Amazon.
Users of Amazon Kindle devices may browse, purchase, download, and read electronic books,

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newspapers, magazines, and other digital content from the Kindle Store via wireless networking.
The hardware platform was first released as a single device in 2007 and was created by Amazon
subsidiary Lab126. At the moment, it includes a variety of gadgets, such as e-readers with E Ink
electronic paper displays and Kindle apps on all significant computing platforms. With over six
million e-books available in the US as of March 2018, the Kindle Store is compatible with all
Kindle devices.

AMAZON FIRE TV

Amazon has created a range of digital media players and microconsoles called Amazon Fire TV
(stylized as amazon fireTV). These are compact network appliances that broadcast digital audio
and video material to a high-definition television that is connected. With the provided remote
control, another game controller, or a mobile app remote control on a different device, users may
also access local content and play video games.

AMAZON FRESH

AmazonFresh, a grocery delivery service that offers both perishable and nonperishable
groceries, was introduced in August 2007 by Amazon. Customers might choose to have their
items delivered to their houses at sunrise or during a specific window of daylight.

AMAZON WEB SERVICES

AWS is an Amazon company that offers governments, businesses, and people access to on-
demand cloud computing platforms and APIs on a metered pay-per-use basis. Through AWS
server farms, these cloud computing web services offer software tools and distributed computer
processing capability. One of these services is Amazon Elastic Compute Cloud (EC2), which
enables customers to have a virtual computer cluster at their disposal that is always accessible
via the Internet. The majority of a real computer's features, such as hardware central processing
units (CPUs) and graphics processing units (GPUs) for processing, local/RAM memory, hard-
disk/SSD storage, a choice of operating systems, networking, and pre-loaded application
software including web servers, databases, and customer relationship management, are all
emulated by AWS's virtual computers (CRM).

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AMAZON ALEXA

The technology behind Amazon Alexa, often known as Alexa, is primarily based on Ivona, a
Polish voice synthesiser that Amazon purchased in 2013. The Amazon Echo smart speaker, as
well as the Echo Dot, Echo Studio, and Amazon Tap speakers created by Amazon Lab126, were
the first devices to utilise it. It may be used to communicate with voice commands, play music,
create to-do lists, set alarms, stream podcasts, play audiobooks, and provide real-time
information like as weather, sports, traffic, and news. Using itself as a system for home
automation, Alexa can also manage a number of smart gadgets. By adding "skills" (extra
functionality created by third-party companies, in other contexts more usually referred to as
applications), users may expand the capabilities of Alexa. Examples of skills include weather
programmes and audio features.

AMAZON ECHO

The American brand of smart speakers known as Amazon Echo—commonly abbreviated as

Echo—was created by Amazon. When a user speaks "Alexa," Alexa, a voice-controlled
intelligent personal assistant service, will answer through Echo devices. Users have the option of
replacing this wake word with "Amazon," "Echo," or "Computer," among other possibilities. In
addition to giving weather, traffic, and other real-time information, the device's functions also
include voice interaction, music playback, creating to-do lists, setting alarms, streaming
podcasts, and playing audio books. It serves as a hub for home automation and can command a
variety of smart devices.

AMAZON AUDIBLE

Users may buy and stream audio books and other types of spoken word content through the
American online audio book and podcast service Audible. This material may be bought
separately or as part of a subscription plan that grants access to a carefully chosen on-demand
library of content in exchange for monthly "credits" that can be redeemed for content. The
biggest distributor and seller of audio books in the US is Audible. The provider of the service is
Audible, a fully-owned subsidiary of Newark, New Jersey-based Amazon.com, Inc.

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 Three Types of Traditional Amazon Advertising:
1. Sponsored Products-
Sponsored Products Ads are keyword-targeted pay-per-click advertisements that show up
in search results. Sponsored Products Ads, which are accessible to both first-party and
third-party merchants, often show up on the Amazon search results page but may also do
so on product detail pages. The advertising blend in with the search results around them,
but for the little type that says "Sponsored" over the listing title. Additionally, they are
boxed off on the right side of the page, yet they seem to belong there organically,
attracting customers to click.
Because you've selected your target keywords for Sponsored Products, you only pay a
charge when someone clicks on the advertisement. After that, the customer will be sent to
the detail page, where your offer is shown. The programme is keyword-driven, so only if
a customer is seeking for a product that you sell will your items show up in their search
results. These bottom-of-the-funnel advertisements, according to Amazon, can help with
product exposure, new offers, offers that get few glances, clearance products, and
seasonal specials.
You may start both automated and manual campaigns with Sponsored Products to
increase your chances of landing ad spots. Automatic targeting gathers and targets highly
relevant keywords for the items you select to advertise using an Amazon algorithm.
Instead of bidding on keywords, you place bids on ad groups that include a collection of
products.
Bids are made at the campaign level for first-party vendors. Using search phrases and
related items, such as a list of "similar products connected to this item" that appear below
the fold, automated campaigns might offer further advantages that you would not get
from a human campaign.
When using manual targeting, you can select your own keywords or apply high-
performing search queries to your automated campaign. When bidding, you may fine-
tune your ad budget by selecting broad, phrase, or specific keywords. More control over
the search terms that cause your advertising to appear in search results is given by
bidding at the keyword level. The keyword research for your advertising will be best

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 optimised over time by a combination of human and automatic campaigns, which will
also guarantee thorough coverage of pertinent search inquiries.

2. Sponsored Brands-
Sponsored Brands are keyword-targeted pay-per-click advertisements that are
prominently shown above Sponsored Products and natural search results. The
advertisements include editable language, a brand logo, and three areas for showcasing
specific ASINs. Whether a customer clicks on an advertisement's picture or content for a
particular product, they are directed to the product detail page; however, when they click
on the logo, headline copy, or "Shop Now" button, they are routed to a list of the
campaign's participating items.
Both first-party and third-party merchants may use their Amazon Store as a landing page
if they have finished the Brand Registry procedure. On Amazon, stores let you make your
own website with a custom-branded URL. It may be utilised to highlight your business
story, value proposition, and items as a carefully chosen location. Because Sponsored
Brands are in such great demand, they are frequently used to boost sales and brand
recognition. They could encourage more devoted, repeat customers as middle-of-the-
funnel advertisements.
Similar to sponsored products, sponsored brands should use a range of keywords across
all three match types, with bids set according to their anticipated impact. Broader
keywords should be given lower prices while high traffic keywords should be given

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 higher bids. Given the prominence of the placement and the fact that Sponsored Brands
provide some modification of the ad creative, taking the effort to A/B test the creative can
produce excellent performance outcomes. You may experiment with the unique title and
image, the arrangement, volume, and variety of featured ASINs, as well as the unique
landing pages or Amazon Store.

3. Product Display Ads-

Only first-party sellers are eligible to use Amazon Product Display Ads, which show up
on product detail pages for goods that are comparable to the ones you are promoting. In
essence, you may market your goods on the pages of your rivals, which is a big benefit.
They are targeted by product or interest area and appear directly beneath the Buy Box as
lower-funnel advertisements. They are probably the final advertisement a customer will
view before buying something. You should think about being more flexible with ROI
targets than you would be with other, more direct-response marketing campaigns since
consumers have not explicitly indicated a direct, purposeful interest in the product that is
being advertised to them.
Product Display Ads can also be seen above the offer listing page, below search results,
and on customer review pages. According to customer browsing behaviour, they could
also appear in Amazon merchandising emails like Abandoned Cart, View Follow Ups,
and Recommendations.
You may include actionable language like "Buy Now" or "Save Now" in your own
creative headlines, along with words like "Exclusive" or "New." The product detail page
is where any claims must be made. It should be noted that Amazon will not allow
statements like "#1" or "Best Seller" that cannot be verified or are subjective.
You may cross-sell and upsell your items with Display Ads by placing highly relevant
advertisements on detail pages of related products. These advertisements increase the

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visibility of your products to consumers who buy outside of your target market. In this
way, these advertisements might assist you in reaching a net new consumer base.
For your ad placements, you may also hand-pick in-category detail pages. You may test
various creatives and headlines to see which method best conveys your value proposition,
and you can utilise product targeting on detail pages for rivals, related items, or your own
brand.

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 DIGITAL MEDIA EXPLORED BY THE COMPANY

SOCIAL BLO MICR MEDIA GEO RATIN SOCIAL PODCA

NETWORK GS O SHARI SOCIA GS BOOKMARK TS
/ & BLOG NG & L & ING
MESSAGIN FOR S LIVE REVIE
G UMS VIDEO WS
Facebook AWS Pinteres Youtube Foursqu Quora Reddit Spotify
t are
LinkedIn Podea Twitter Instagra Google Reddit Digg Wynk
n m my
business
Snapchat Wordp Clubho Faceboo Mouthsh Buzzfeed Amazon
ress use k ut Music
Instagram Delive Outlook Snapchat Jiosaavn
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Twitter

The above links are relating to the entire digital media explored by Amazon.in.

There are number of microblogs, bookmarkings, media sharing etc.

Amazon has social media exploration on Facebook, Twitter, Pinterest, Instagram, Quora,
YouTube, Vine, LinkedIn etc..

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Twitter Strategy
With its pure techzard (tech + wizard) attitude, #AmazonCart has astounded. Customers who
search Twitter can see a tweet from Amazon India on their feed that offers a direct add to cart
option by tweeting to them.

Youtube Strategy
Since the beginning of last year, the company has been discussing seller stories online. Inspiring
seller success stories may be found on playlists on the YouTube channel Amazon India Seller
University. A young girl from Anand, Gujarat, who started out as a tiny seller of mobile
accessories and has since expanded her business with the aid of Amazon India is the subject of
the linked video below.Youtube & TV ads #aurdikhao

In Tier II and III cities where the campaign will succeed, deeper penetration is the campaign's
goal. This is an effort to popularise an international brand like Amazon, the speaker claims.
Customers with internet access who are between the ages of 18 and 45 are the target market.
More than 15000 people have subscribed to the campaign for the same.

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When a man returns home from work and helps himself to some cake in the fridge, the
commercial begins. As he continues, his wife interrupts him to tell him that it is "karva chauth"
(a day of fasting). As soon as he realises this, he swipes across a smartphone screen while logged
into Amazon to make amends.

The next scene in the movie depicts a four-generation family on vacation as they select between
shooters at a tourist attraction. The next scene depicts a Gujarati family bringing out tiffins of
various size filled with a variety of goodies as they are travelling. As the movie goes on, we see a
young Sikh youngster imitating various Bollywood actors' dancing routines.This is a play on the
usual Indian consumer's propensity to consider many possibilities before making a decision. The
movie finishes with a request for viewers to get the Aws management console and take
advantage of the freedom of choice.

Facebook Strategy
They have many pages for Amazon's products and services. This will help businesses build
brand awareness, increase shares and likes, and inform their customers about the wide range of
products available on Amazon. Nearly 0.3 million people have liked the Amazon India page,
while there are roughly 0.5 million likes on the Amazon Kindle page.

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Quora:
They have a strong presence on quora which allows engagement on the brand and its products
along with Q&A etc.

Buzzfeed: This is a social bookmarking of Amazon where the ads of products, deals, offers etc
have been posted here from time to time. It also gives you a timeline of news of amazon, allows
you to play puzzles and quizzes.
Some of the offers like-
 From clothing to home décor everything you need on a single platform
 61 things that you should own already from amazon
 Deck and guide book for your past, present & future
 12% off on self care products
There are many more bookmarks displayed on this site.
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Wynk Podcast: There are different podcasts which is handles by lot of users and podcast
players. Podcasts of amazon, Podcasts of Amazon reviews, Podcasts on Amazon product’s usage
etc.

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 WEBSITE AUDIT OF AMAZON

Website URL: https://www.amazon.in/

Page title: Online shopping site in India: Shop online for mobiles, books, watches, shoes and
more.

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Prior to extensive search engine optimization (SEO) or a website redesign, a website audit is a
review of page performance. By doing an audit of your website, you can find out if it is
optimised to meet your traffic goals and learn how you can make improvements to it to do so.

Logo: Over the years, Amazon has utilised a variety of logos. The current Amazon logo conveys
the clear message that they offer a wide range of products from A to Z. In addition, the arrow
beneath the wordmark represents the smile that customers will experience when they buy on the
company's website. While the orange colour in the Amazon logo stands for joy and happiness,
black symbolises power, elegance, and domination. A smile now starts under the a and ends with
a dimple under the z, emphasising that Amazon.com offers anything, from A to Z, that customers
may be looking to buy online, according to a press release from Amazon.com. The smile and
arrow design's original meaning was to suggest "we're happy to deliver anything, anywhere."
There is no changes in the logo as it is perfectly fit for the brand.

Brand colours:

The colours are orange and black and the score given is 9/10, which also gives suggestions that
instead of orange amazon can use any subtle colours like how they have utilised for prime or
Alexa, they can go for sky blue, pale green etc.

Typography: A sans serif font called Amazon Ember, designed exclusively for the firm by
Dalton Maag, is the main corporate font used by Amazon. They also use Bookerly, another font
made just for Amazon. It is a serif typeface that was also designed by Dalton Maag. The main
locations where it is used are on Kindles, Amazon Alexa, and a few pages of their website.
Various locations also make use of Arial and Verdana. The font designs are well-known. but to

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fix this the description’s font size and the sub headings font size is very small as compared to
headings. Amazon can fix this.

Images/Graphics/videos: This section of Amazon website has lot of pictures and videos but,
some of the images and videos while clicked it’s a bit blurrier. So Amazon needs to increase the
size of the files being uploaded in order to get high resolution visuals for the viewers which in
turn will be very attractive.

Template/Layout:

What immediately sticks out when you browse the Amazon home page (screenshot above)? The
user is quickly drawn to the navigation area in the upper-left corner and the search/shopping cart
controls at the top of the layout despite its constant congestion. The Amazon website is
somewhat disorganised with numerous discounts, subcategories, colours, etc. They only need to
add three to four bargains to the home page and a few more on the running or scrolling next page
to make it simpler for users to accurately browse all the deals and offers.

UX/UI designs: Everyone appreciates a website that is simple to explore and utilise. A recent
poll revealed that the user experience (UX) of Amazon is the most enticing to the majority of
generations. Baby boomers (29%) and members of Generation X (21%), who were asked,
regarded Amazon's user experience (UX) as being the best. Amazon today has a serious problem
with its selection, which has grown greatly, as well as with the quantity of products that are

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crammed onto a single product detail page and basic search result when they should be presented
to visitors in a different way. The following serious problems result from this:

Search as opposed to discovery It's great if you know exactly what you're looking for since you'll
probably find it. The website won't be interesting to you if it isn't. It's unlikely that you'll
discover brand-new items on Amazon that you adore.

inadequate browse taxonomy Have you ever performed a search and received seemingly
arbitrary results? Have you ever found yourself navigating through six submenus in the
refinements area on the left?

Images of goods from third parties are inconsistent. While many do not adhere to standards or
have poor resolution, some are equivalent to images provided by major firms or ones taken by
Amazon. Search results are displayed in a single file "line item" results list rather than a grid or
any more effective layout, necessitating significant scrolling if your result is not immediately
obvious.

Unreliable pages for item details You did say there was a consistency issue, right? Yes, although
Amazon does allow sellers to have distinctive, "premium" style pages if they pay more or make
more of an effort to follow a specific template design. As a result, only a small percentage of
things, like toys, have unique appearances.

Therefore, Amazon needs to take care of its user interface (UI) designs, making them even more
noticeable and appealing than those of other websites while also raising the bar for usability. In
comparison to other websites, the graphic designs are extremely simple; they may improve on
stabilising these designs.

Easy Navigations: We are all familiar with Amazon, but the reason it is brought up here is
because of the navigational challenges it faces due to the millions of products it must list and
categorise, the growing number of departments and services, and the sizeable and diversified
customer base. The navigation on the Amazon website is quick and easy to use, orderly and quite
well, and supplemented with a powerful and effective search engine to help you find what you're
looking for. Therefore, there are no navigational adjustments that need to be made.

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Easy to read and understand content: Utilizing Amazon A+ Content is one of the finest ways
to boost consumer confidence and boost conversion rates. You might even improve your position
on the search engine results pages for Amazon.com (SERPs). Amazon A+ Content is, to put it
simply, your content all dressed up and ready to go out. It has multimedia components to make
your product page more appealing to customers. Take into account light skinned comparison
tables of various products, high-resolution images, or videos. Sellers can edit the product
descriptions linked to their specific ASINs using rich text and images by using Amazon
Advanced, a premium content service. To put it another way, it goes far beyond what retailers
generally offer in order to provide potential customers with the most advanced online. Whereas,
they can bold few of the offers or deals when the particular page is opened.

On the home page, which changes the primary content in accordance with how the user (whether
signed in or not) has interacted with the product search feature, we can see an example of
personalised content:

Contact us Page: Amazon has this option inside the menu bar which is acceptable but it would
be better if they add it as a separate option the page which is clickable or towards the end, which
would make it easier for the users to contact the customer support easily rather than opening
another page for this purpose.

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Clear call to action: The call to action is a crucial component of a webpage since it serves as a
guidepost for the user, telling them what to do next. A user may not be aware of the next actions
to take in order to buy a product or sign up for a newsletter in the absence of a clear CTA, and
they may abandon the website before completing their goal. Amazon has great clear call to
action with proper set of actions.

Rich media: A digital advertisement is referred to as "rich media" if it has cutting-edge features
like video, audio, or other components that entice viewers to interact and engage with the
material. Amazon has basic rich media, they can improvise by using better graphics, animations
and better videos which can also be themed.

Therefore, the overall score of Amazon website is 108/120 which is pretty good for the brand.
The shopping experience on Amazon is not flawless. It has shortcomings, but the positives far

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exceed the negatives. Of course, technological and financial constraints will prevent some e-
commerce developers from implementing some of the improvements outlined here. However, by
adhering to the guiding principles of these best practises, you will be able to make a number of
usability improvements that are in line with the budget and requirements of your project.

LEARNINGS FROM THE ONLINE SHOPPING EXPERIENCE

Online shopping and product search should be the main priorities of an e-commerce website.

 Content should be unique for each user wherever possible.

 By reminding customers "Why shop with us," you might encourage sales.
 Make products as visible as you can.
 Don't give the impression that the user is being forced to use certain items or services.
 At the right moment, make key areas available.
 Always make the customer feel at ease and in charge.

Applying these guidelines will make sure that their online business provides the customer with a
satisfying experience and the seller with a healthy profit margin.

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 SOCIAL MEDIA AUDIT OF AMAZON

7 days social media audit and interpretation:

1. YOUTUBE

Youtube is a huge platform for amazon where especially they can focus on for shopping. There
are several posts and advertisements which are always shared in Youtube.

 GREAT INDIAN FESTIVAL

 MOVIE TICKET BOOKING

Content Posted (Video):

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 Last 7 days YouTube
Likes 625
shares -
Comments 13
View 9.1M views
Total interactions 0.0443%

INTERPRETATION:

The average Engagement rate of YouTube is 0.63% which is standard and as per the above
information it is 0.0044% which is very less and it is not a good sign for the company, where we
can say that the interaction is very less.

The above video is related to AMAZON GREAT INDIA SALE this video is posted on 18 th
October which is advertising on End date of the sale and special offers on Mobile accessories
through Bank cards and special offers by EMI. Amazon has closed its sale and the offers are not
so attractive at the end dates and on the other hand side Flipkart is performing the great deals and
offers which made people think that it is more interactive compared to Amazon.

FREQUENCY OF POSTS:

Amazon always updates their current market in YouTube through posts and videos In YouTube
there is least interaction compared to other social media platforms as it is closing its sales the
above video is not much noticed by people from past 7 days compared to starting sales. The
content and the quality are very good it is clear to the point on mobiles and its offers but the
engagement rate maintained is very low. As it is posting one or the other video to have
interaction sometimes it may have side effects like where people can opt option called not
interested to see the ads from Amazon.

From past 7 days Amazon is continuously posting on its closing delas on 23rd October sales on
all the electronics up to 75% offers, free delivery fees, first order offers and 60% off on TVs and
appliances. Which has high views but no interaction with customers but still running at good
sales.

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MOVIE TICKET BOOKING

Content Posted (video):

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 Last 7 days YouTube

Likes 25

Shares -

Comments 3

Views 829

Total Interactions 0.0019%

Amazon does not only concentrate on Posting shopping related advertisements it also focuses on
Movie industry where there is a platform named Amazon Prime Video and there are N number
of Options like Prime Music, Amazon pay, Shopping and Amazon fresh.

INTERPRETATION:

The average engagement rate of YouTube is 0.63% but in the above Video it is 0.0019% which
ids very less the interaction is very low but the content portrayed is very good that it shows the
offers through Amazon and where people can book tickets through Amazon UPI as it is posted 6
days ago it is reaching likes in small number and it is showing the movie tickets for Black Adam
and it can relate more to Hollywood Lovers and it is getting less interaction in YouTube.

FREQUENCY OF POSTS:

YouTube is the platform for getting peoples attention as its engagement is very less compared to
the advertisements of Shopping related ads, as UPI payments are accepted every where amazon
has entered into the markets where Amazon Upi is not only for exclusive offers for shopping but
its is also for entertainment.

Content is posted every day which is not very ideal and content is extremely mainted but not in a
way to attract audience as we can see the posts related to great Indian sale closing dates it has

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posted 7-8 videos to Gain customers but it doesn’t get any interaction because the offers are also
not effective. High video range can cause effects of ignoring.

From past 7days videos and posts it shows that Black Adam has got least views and least
interaction and low engagement rate.

2. INSTAGRAM

Instagram is a platform to target large number of audiences according to their interests and
preferences Instagram is a most prominent social media channel where we can post content
through Instagram short posts, Reels, Advertisements and short videos.

Amazon Recent post:

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From past 6 days there are posts which were posted every day related to closing deal of
AMAZON GREAT INDIAN FESTIVAL the highest liked post from past 7 days is related to
Festive shopping which is a last chance to be part of India’s longest thank you note for all the
delivery associates across the country. This post has created to get creative with a notes or
messages of gratitude and the customers and people that amazon will declare 5 daily winners and
they can receive amazon gift cards worth Rs-5k and 12k.

Last 7 days Instagram

Likes 40,028
Shares -
Comments 98
Views 69,523
Total interaction 1.823%

INTERPRETATION:

The average engagement rate of Instagram is 0.68% from above post we can see that 1.823% is
engagement rate for recent post as Instagram targets vague audience Instagram made it as
platform to reach out to customers in large number with vast deals and offers on everything that
people shop. The engagement rate is the which is very huge compare to average rate meanwhile
company has positive note on posts and content as amazon utilised this opportunity, they came
up with thanking note campaign to delivery agents/associates it has gained large attention and
interaction rate with customers.

FREQUENCY OF POSTS:

Amazon posts its content on daily basis the average numbers of posts is 4 posts and the content
is extremely good and pin to the point amazon mostly posts the Instagram posts in video or short
video posts with some effects to attract it is only for 10-15 seconds video which will show the
exact offers and ways to deals. Social media quality is very well maintained and engagement rate
is also maintained.

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AMAZON THANK YOU POST AND DIWALI WISHES

Last 7 days Thank you Amazon gift Amazon Diwali wishes

post cards fresh
Likes 723 337 478 537

Shares -

Comments 61 11 4 24

Total plays

Total interactions 0.03% 0.015% 0.021% 0.025%

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INTERPRETATION:

In Instagram amazon posts content on daily basis as we can see that last 4 posts of amazon from
past 3 days which made a post on each of the events that they have made in company. It has
thanked it customers for shopping with them and it continued it other special offers for Diwali as
it completed its great Indian festival on the occasion of Dusshera and now it has introduced gift
card with note on customised gifts which ids for Diwali festival last minute gifts they can pay
through amazon UPI and get 10% back on their purchase. It also wishes their customer through
posts and it showed that sweets can be ordered from amazon fresh on the occasion of Diwali.

As we can see that average engagement rate of Instagram is 0.68% from the above table we can
see that the amazon posts are not having good interaction each post is not matching with average
engagement rate because it is posting its content which makes the loose of interests on the other
hand it is trying to grab attention even though engagement rate is less that amazon is performing
good because it is not focusing only on shopping it has variations even though it is less it
benefiting for organisation to grab attention and target on potential customers and make sales.

FREQUENCY OF POSTS:

Daily basis is the frequency on different things and different options of amazon its quality of
content and engagement rate is maintained well because it has large number of varieties one or
the other way it has its own benchmark in each app of amazon. It is also maintaining its
frequency of social media content. Amazon has 2.2 million followers throughout the Instagram
shopping page amzon.in and also it has its own customers in prime, amazon pay, fresh and
music.

3. TWITTER

Amazon has 2.4 million followers in Twitter it follows the same content on shopping it always
gives a good feed for the followers on their exclusive benefits and in twitter most of the times
they create content based on question type or guess what and also it updates offers, deals and
winners of their competitions.

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 Last 7 days Twitter

Likes 332

Comments 61

Retweets 122

Total interaction 0.021

INTERPRETATION:

The average engagement rate of twitter is 0.65% from the above table and post from twitter by
amazon we can see that the average engagement rate of twitter is 0.021 % which is not good rate
for amazon and the posts frequency is once in a week which makes less interaction with
customers. As it posts content according to the events the retweeting rate of every post is high
compare to other social media platforms.

Amazon uses affiliate marketing through twitter celebrities like Varun Dhawan, KL Rahul for
Realme, Kartik Aryan for Dream 11 it promotes their shopping brand products with different
celebrities and it collaborates with different popular celebrities for Great Indian sales, Big Billion
Sales, Great Indian festive, Festive seasons.

FREQUENCY OF POSTS:

The frequency of post is once in a month and most frequently on any special on occasions its
content was repeated not more creative way to get into feed of customers and the ads and content
was repeating in each platform but the retweets were good and comments were good on each
post and somehow that amazon is interacting withs digital content on each tweet and it also
introduces tags related to post and the post started with a query of event.

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4. SNAPCHAT

As we all know that snapchat is just a fraction of video or snaps which is having filters for faces
and some bitmojis and cameos which is entertaining platform to maintain streaks with friends but
if we compare the scenario with amazon it has made a separate way in snapchat through mobile
devices they can scan the QR codes and the user can directed into amazon page , review and buy
this is currently rolled out but amazon is trying to get into the technology after getting
embarrassed also it is introducing different ways to gain back the youth.

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FREQUENCY OF SNAPS:

Customers can try their products and record the video along with their review and they can post
it on website where snap users can see it and the videos which have high likes and reviews, they
will get pay on their effort base as snapchat marketing is not maintaining good content and its
not getting good interaction rate with customers it is negative sign for company.

5. FACEBOOK

Amazon uses Facebook to highlights products and offers related coupons and discounts on sales

As Facebook is platform for shopping stores it created benchmark for online shopping too it
promotes all the products almost every product of amazon has its pop out link to buy those
products. Amazon has 10M followers in Facebook and it uploads it content in video formats and
reels.

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 Last 7 days Facebook
Likes 134
Shares 4
Comments 170
Views 5k
Total interactions 0.053%

INTERPRETATION:

As the average engagement rate of Facebook is 0.06% the Facebook audit percentage shows the
engagement rate is 0.053% which is very nearer to average engagement rate of Facebook which
means it is performing well and the content is reaching to its targeted audience and the likes
shares and comments shows the interest towards its products.

FREQUENCY OF POSTS:

The frequency of posts is different campaign it always updates events in cover photo of their
Facebook as Facebook is always having updating bio and cover photos of their own pages and
also it creates journey of your moments, friends, pages and updates that you have made in your
page.

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30 days social media audit and interpretation:

1. YOUTUBE

CONTENT POST: VIDEOS

(A video shot on the you tube channel of Amazon)

LIKES 233
SHARES -
COMMENTS 16
VIEWS 23 MILLION
TOTAL INTERACTION 0.016

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INTERPRETATION-

The average engagement rate of YouTube is 0.63% which is the standard rate and as per
information taken from the above video where the followers are 1.44 million. When we take
likes as the engagement factor, the engagement rate is 0.016, which shows low engagement
status and can conclude that as not a good sign. But considering the views as a criterion for
engagement rate, total views are 23 million and the engagement rate is also very high, which is
positive sign.

The above video was posted on 23rd November 2022 during Amazon Great Indian Sales, which
is about discount up to 70% on the latest electronic gadgets in the Amazon. It was on the day of
Amazon Great Indian Sales, which can be great start by discounting on electronic gadgets and
mostly people look forward to buy electronic gadgets during Amazon sales, where this video was
posted to attract the customers through discount rate.

FREQUENCY OF POSTS-

Taking data of past one month Amazon has regularly updated its content in YouTube to gain
more engagement. It was regular on posts and videos in it’s YouTube channel. This can be
because of Amazon Great India Sales period. The content posted were mostly of the offers
during the sales, taking example of 70% discount on the e-gadgets with np cost EMI, up to 65%
of discount in the grocery items with free delivery, up to 50 to 80% off on the beauty and fashion
brands with 10% cashback. Such attractive offers were posted as video in the channel and the
engagement rate was also pretty high.

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 (Posts on offers and discounts)

This figure tells us that the engagement rate is very low with 0 likes and 454 views which was
posted again on 23rd September i.e., on the start date of Amazon Great Indian Sales. This might
be because of more videos uploaded on the same days about the offers.

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2. INSTAGRAM

(post on Instagram, Thanking its delivery persons)

LIKES 66435
SHARES -
COMMENTS 203
VIEWS 66435
TOTAL INTERACTION 0.036

INTERPRETATION-

In Instagram Amazon is posting at least one post each day. From the above figure which was on
14th October, Amazon posted a content in the form of a small video containing a gratitude
message towards delivery partners who were of great support during Great Indian Festival in
delivering the customer their products in time even though orders were huge.

This post got 66434 likes from the users with the followers of 2.2million on Instagram Amazon
Account, which was the highest in within one month of data observed. The
interaction/engagement rate is 0.036 which is comparatively low but that post has got highest
likes. Thus, interaction of the customers was low. This post attracted audience as it was a special

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grab offer for them i.e., user need to tag #deliver thanks and the 5 top winner gets 5K as cash
prize. Also 5 grand winners will receive 12K as cash prize.

FREQUENCY OF POSTS-

Earlier mentioned in the above statements the posts in the Instagram was very frequent i.e., at
least of one post each day. As the month of September to mid of October was very engaging
because of Great Indian Sales. The posts in the form of small video or any content on the offers
given, special discounts and attractive gifts were posted to drive sales.

Also, very interesting observation made was, to make the customer engagement more lively the
posts were released/uploaded on thanking the delivers and partners, which customer would
connect to and that got highest likes. Also, in the past week same content with different post was
uploaded again it received the highest likes within one week of data collected, which 40K likes.

3. TWITTER

(Post on Twitter page about the offer by guessing the correct answers)

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 LIKES 1642
SHARES -
COMMENTS 2069
VIEWS 15.5K
TOTAL INTERACTION 0.64

INTERPRETATION-

Above picture is a post in the form of video uploaded in the Twitter page of Amazon. This video
clip was uploaded on 25th of September i.e., after the 2 days of Amazon Great India Sales. Total
followers on the twitter page of the Amazon are 2.4 million. This post has got the 1642 likes,
2069 comments and 15.5K views, which is the highest liked and viewed post during a month.
The standard engagement rate for the twitter is 0.67%. Here considering the views the
engagement rate is 0.64% which is very close to the standard benchmark, so we can conclude
saying that this post has the highest engagement rate which is very good sign for the engagement
activity. The reason is that, this post is regarding a special offer, viewers have to guess the TV
brand to win the 60% off on the biggest TV brand using hint given, also viewer can win 1000
rupee of gift card by commenting the correct answer in the comment section. Thus, this post got
the highest comments and views.

FREQUENCY OF POSTS-

Again, back to the Great India Sales during the previous month i.e., from September made the
engagement rate high. But in this twitter page of the Amazon, we can see more of offers,
discounts and terms & conditions applied in the from of posts, the video clippings are less here
as in Instagram page. Each day a post was uploaded in the twitter page containing information
about the discounts, offers and a vouchers like discount on SBI card etc.,

Also, from the observation made, the posts created for the twitter page is very specific like only
one phone in the brand was showcased with offers or discounts provided. Also, the engagement

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was made more with attractive games like guessing the right answers to win the prize also,
winners name was displayed through a separate post. So overall it is said that posts made for
twitter is different from any other social media page.

(Posts on twitter page of Amazon)

4. FACEBOOK

LIKES 652
SHARES 14
COMMENTS 1.9K
VIEWS -
TOTAL INTERACTION 0.18

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 (Post on Facebook page of Amazon on 23-sept)

INTERPRETATION-

This above figure is a post on Amazon Facebook page, it is very appreciable that Amazon has
maintained all it’s social pages very engaging to customers with at least a post every day. The
total followers on Facebook page of Amazon is 10,390,629. The above post was on 23rd of
September in which Amazon had announced it’s Great Indian Sales in all the social media platforms.
Hence, this post on 23rd September has got 1.9K comments and 652 likes, which is the highest in one
month of data. The standard enegagement rate on Facebook is 0.06, in here taking the comments as
criterion to measure, the engagement rate is 0.18 which is the above the standard rate, that indicating
the good sign on engagement rate in Facebook.

FREQUENCY OF POSTS-

Taking the data of one month, the frequency of posts is pretty high but it is not as frequent as in
other social media pages of Amazon like Instagram, Twitter etc., the posts were likely related to
ads on Great India Sales and nothing much specific posts or videos were uploaded. But from the
observation drawn the engagement rate is high on Facebook page, even though the posts are not
frequent.

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5. LINKEDIN

LAST ONE MONTH LINKEDIN

LIKES 16748
SHARES/REPOST 262
COMMENTS 176
VIEWS -
TOTAL INTERACTION 0.059

(Post on LinkedIn page of Amazon, The Amazon Spheres)

INTERPRETATION-

The above picture is a post on LinkedIn page of Amazon. The posts uploaded in the LinkedIn
page of Amazon is very unique, as it’s common around the world. Also, a standard in the posts is
maintained like its key partners, key activities and its key people were posted. It has not done

41
any promotional activities regarding sales or any offers. As we all know LinkedIn is for the
professionals, it has maintained its standards.

This beautiful post was uploaded in the LinkedIn page 2 weeks ago, it is The Amazon Spheres,
part of the Amazon headquarters in Seattle, U.S. and in front there is van parked. This post has
got 16,748 likes, 262 reposts and 176 comments. The standard engagement rate of LinkedIn is
0.67, total followers on the LinkedIn page are 28289690 people. So, by calculation the
engagement rate was found to be 0.05, when compared to the standard rate it is very low, which
not a good sign.

FREQUENCY OF POSTS-

As earlier mentioned, the posts in LinkedIn page are very unique. It includes the world class
customers while posting. The posts are same for all the customers in the world. Hence, the
frequency of the posts is also good, they post at least a post in a very unique design. The
engagement rate is also pretty good. The posts also include its employee engagement,
celebrations and talks by the people. We can conclude by saying the LinkedIn page has frequent
posts with good engagement.

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 USE OF AI/MACHINE LEARNING

The replication of human intelligence functions by machines, particularly computer systems, is

known as artificial intelligence. Expert systems, natural language processing, speech recognition,
and machine vision are some examples of specific AI applications.

Use of AI/Machine Learning in Amazon:

Today, Amazon is extensively accessible! Furthermore, it appears that machine learning is being
utilised everywhere, even if Amazon has used it for a long time. Machine learning is used
throughout Amazon, including Alexa, AWS, and Prime. However, these are merely the most
common items! In reality, Amazon has significantly funded machine learning research in almost
every imaginable field, such as morality, quantum computing, medicine, robotics, perception,
cloud computing, virtual assistants, etc.

Amazon is a very big company with a net worth of more than one trillion dollars. In order to
meet customer expectations and enhance the quality of its services by taking into account
reviews and feedback from customers, Amazon uses artificial intelligence and machine learning
techniques in its services to manage and magnitude all of its businesses in a variety of fields,
including transportation of products, facilities, online streaming and services on the Internet, as
well as cloud management. In order for machine learning algorithms to perform analysis and
make helpful decisions, Amazon makes use of the enormous volumes of customer-related data
stored in its cloud-based databases.How ML/AI helps Amazon:

Amazon uses machine learning to improve its recommendation systems and user experience in
the following ways:-

1. E-commerce: The Amazon e-commerce platform is accessible to millions of customers

worldwide, who may select from a large range of products depending on their preferences
for trademarks, costs, dimensions, shapes, and other features. Amazon assists in storing
every piece of data that its users seek out so that the algorithms for machine learning can
learn first from information stored in the database. The purchase histories and behaviours
of users are used by machine learning to connect to the fraud techniques being employed.

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2. SEO: A product gets popular and starts to show up in advertisements, recommendation
engines, Instagram and Facebook ads, as well as other web searches on Google,
Microsoft, and other search engines, when a lot of people use the Amazon search tool to
hunt for it at once. Statistical translation software (SMT) is a technical term for the
method of searching through millions of documents that is used by this programme. It
uses SEO tactics to rank at the top in order to boost productivity. To learn more about
SEO, read How to Become an SEO Expert?
3. Amazon Sagemaker: With Amazon SageMaker, Amazon is moving toward business
practises that are more machine learning-based. By predicting customer purchase trends
and identifying which of the smaller products may be conveyed in a little paper bag and
require less packaging, it makes the use terabytes of data from the Amazon databases and
contributes to the elimination of all packaging waste. The Amazon SageMaker helps
collect insight data from the many streams Amazon warehouses spread across multiple
locations, which effectively determines how much packing is acceptable for each
commodity or service and how much product packaging should be used to prevent
environmental harm.
4. Prime Membership: On Amazon Prime Video, users receive appropriate
recommendations for web series they'll like. It first receives the information from the
user's Amazon Prime account, accumulates and examines all the metrics, and then
decides whether to offer the new show to the person depending on his prior watching and
retention history. The same things happen when customers use the Amazon Prime music
services; they get suggestions for music based on their past usage and unique experiences
that is similar to the music they regularly listen to. Amazon provides a variety of other
services in addition to online shopping, such as Prime, which includes rapid
transportation, songs, films, and other advantages. Additionally, machine learning is
important. For example, the Amazon Prime service will suggest the appropriate episodes
for customers based on viewing choices, usage trends, and inclinations for fictitious
English movies with dramatic, violent, and crime-related scenes. Amazon applies the
similar principle to music. If a user frequently listens to pop English songs by a specific
singer, Amazon Prime Music will recommend further tracks in that genre to them.

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Technical challenges:

Giving customers the most accurate and targeted product recommendations is the aim of
Amazon's AI capabilities. These machine learning algorithms are able to contribute to almost
40% of Amazon's total commerce by providing tailored buying recommendations to its
customers based on their online behaviour.

The AWS ML team also developed Amazon SageMaker, a revolutionary machine learning tool.
Amazon SageMaker chooses the most effective size of shipping boxes for deliveries to
customers as part of its responsibility to save the environment. It helps choose packaging that is
both high-quality and environmentally friendly. When developing the machine learning
algorithms in Amazon, care is given to the numerous terabytes of data from the different
databases that hold the data.

The information is sorted, organised, and distributed to the various departments so they can
assess the current situation and react during busy business hours when many customers place
purchases at once.

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Customer reviews and complaints are categorised and divided using Amazon's "Intent-based
routing," which was constructed using machine learning algorithms, based on the expression and
emotion they portray. For instance, less assertive complaints are resolved by replacing the
product, whereas assertive complaints demand that the corporation provide the customer with
more refunds to compensate for the losses they have sustained.

46
 ANALYSIS & INTERPRETATION

Customers can use their mobile devices to place orders for a wide array of goods and services
from Amazon India without leaving their homes. In those other words, Amazon considers each
and every citizen of the country a potential customer. Amazon also operates more than 40
companies, each of which is focused on a specific area. This explains the same thing.

The table demonstrates how Amazon India's other grouping of businesses target both a more
focused customer and a larger audience through their eCommerce platforms.

Amazon employs the 4p marketing mix. It is a marketing strategy that has made a great
difference and is used as a model by many large and small companies. Any company that wants
to take part inside the digital economy might use this electronic sales titan as an example.

Due to Amazon's rapid expansion, umbrella businesses like Music Unlimited on Amazon have
been made possible. Amazon uses a range of strategies. Some are part of the strategy for online
advertising and are targeted toward traditional marketing. But they also include other kinds of
advertising.

One of the biggest differences between traditional digital marketing and Amazon marketing is
how the advertisements work. Amazon only gets paid when a buyer clicks on your
advertisement, even if you still have to pay for the first ads.

47
Realizing this will help your data on advertising more precisely reflect how different adverts are
doing. You may identify the types of advertisements that are bringing in new customers and
identify the types of adverts to avoid paying as much for those that turn out to be less productive.
This will help you cut some of your marketing costs. Other, more traditional digital marketing
solutions do not charge you for adverts in this way.

Marketing online is not always simple. Determining how to use numerous web sites to your
benefit might be challenging. To get the most of your numerous marketing methods, take the
time to understand enough about these different resources.

The focus of Amazon's marketing strategy is on the numerous facets of online marketing. By
doing this, the company has built a strong and powerful brand that advertises its success.

According to the above figure, in the year 2021, Flipkart won the download race against Amazon
due to the advertising startegies used by Flipkart. On the Google Play Store, Flipkart reported
992 million more comparable views between January and November 2021 than Amazon India.
Similar views, according to AppTweak, show the approximate number of impressions an app
receives when it is listed under the suggestions for "similar apps" on a competitor's page. It's
interesting to note that through the social commerce app Meesho, Flipkart acquired almost 31%
of such views, or 307,7 Million. Therefore, Flipkart’s use of digital media was successive.

48
 CONCLUSION

The world-renowned and incredibly effective Amazon is a breakthrough e-marketplace. Amazon

has grown from a modest business operated out of a garage to a Fortune 100 organisation
operating globally. Every day, Amazon satisfies their commitment to their customers by
providing over 200 million products at the most competitive prices. A extremely creative
business, Amazon designs and produces a wide range of goods. They are constantly growing and
looking for new ways to improve their business and the lives of their clients.

EBay and Flipkarty are the main e-marketplace rival of Amazon. Amazon now dominates this
sector thanks to its better-designed, more efficient, expert, and user-friendly website.
Additionally, Amazon has a reputation for being a reliable, fast-moving, innovative business.
These characteristics combine to make Amazon the website that most people choose to shop on.
Additionally, Amazon prioritises its consumers and successfully taps into their knowledge,
values, and interests. Amazon's two loyalty programmes, Amazon Prime and Amazon Visa
Rewards Card, give their members several advantages and facilitate quick and simple online
buying. In general, Amazon has grown into one of the most significant and prosperous
businesses in the world today.

Amazon's digital marketing tactics are always altering because they must in order to catch pace
with the ever shifting digital scene. To keep ahead of the curve, they employ cutting-edge
technology and data-driven methods. To make sure they get the most out of company digital
marketing efforts, they are constantly testing and fine-tuning their strategy.

Focusing on the customer experience is one of the main tenets of Amazon's digital marketing
approach. The finest customer experience has always been Amazon's top priority, and this is
clear from the company's operations in India. To make certain that their customers receive their
products on time and in good shape, Amazon has made significant investments in infrastructure
and logistics. The business has also established a solid customer care department in India, which
has assisted in developing a foundation of devoted clients.

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Utilizing data is a key component of Amazon's digital marketing approach. Amazon can
categorize its customers and develop targeted marketing efforts using the vast collection of
customer information it has access to. They can use this information to tailor their marketing
messaging.

ENGAGEMENT RATE
2.00%
1.80%
1.60%
1.40%
1.20%
1.00%
0.80%
0.60%
0.40%
0.20%
0.00%
Youtube Instagram Twitter Facebook

7 Days 1 Month

From the above graph we can analyse that in India, Instagram and Twitter have the highest
engagement rate on social media. Since 7 days Instagram has the most engagement rate,
therefore it can be suggested to the brand to focus more on Instagram and optimising their
content on the this platform to increase their sales and also validate their digital marketing
strategies.

Furthermore, It is also advised to the brand to concentrate on twitter as well since there is more
engagement since last 30 days. On twitter it is easy to increase optimisation of content since
there is an option called twitter string which helps the campaigns of the brand to gain more focus
and it is highlighted.

Amazon continuously evaluates and adjusts its business practises to guarantee that its consumers
receive the best possible service. Below, we've covered the many digital marketing techniques
they used and what marketers may take away from them. Amazon often use social media to
advertise its goods, build brand recognition, and engage with customers. Let's talk about
Amazon's tactics for each of these networks.

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.

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