Amazon Prime Marketing Assignment

Dear Manager,

I would like to share the successful story of Amazon Prime with you today to provide insights into our market strategies.

There are several key insights from the article.

1. Clear Vision

Although it seems like Amazon Prime is targeting everyone, it is targeting those who have purchasing power with a tight schedule, especially our beloved moms with their so-called ‘Ruthlessly Pragmatic.' The feature of the Amazon Prime is extremely practical but also extremely attractive to the target audience: Get customer the product when and where they need it and make their life easier.  

1. Consistent Performance and Availability

The consistency and reliability of Amazon Prime are phenomenal which built the trust between the customer and Amazon. Based on my purchasing using Amazon Prime since 2012, the product is always delivered on time with no defect. Also, it is rare to see a product which is qualified for Amazon Prime is out of stock on the website. Nowadays, Amazon appears everywhere in your daily life. You can access the Amazon from your laptop, from your phone through an app, and from the new Amazon Echo to order products, track your orders anywhere and get early access to deals with Amazon Prime. Amazon is trying to hook the target audience with Amazon Prime and encourage them to purchase more from Amazon through these ultra-easy-to-use platforms.    

1. Brand Loyalty

It is interesting that the brand loyalty of Amazon Prime is always obtained by their view of the future which is the innovative and customer-centric solutions instead of the service they have right now. It appears that Amazon Prime can be already considered as a perfect product with the benefit including free two-day shipping, unlimited photo storage and early access to lightning deals for only $99. However, Amazon still keeps finding new ways to address customer’s needs and add more value to their life. For example, Amazon is testing a drive-through grocery store that delivers groceries to cars to speed up the process of grocery shopping. Nowadays, customers always want to purchase from the company who cares about their needs and keeps making their life easier. It is apparent that Amazon is taking this concept into their marketing strategy.