Brand Positioning Strategy -Amazon, An Example

Gettyimages from Time.com

AMAZON’S POSITIONING STRATEGY

  • Books was a $10 billion industry in the united states in the year 1994. A considerable percentage of people had already been buying books through mail order or through postal services — A potential customer base with a need for convenience and also familiar with mail order deliveries.
  • Generally, most of us would have a “Fear Of Failure” while trying out any new things. Consumers at that time had little exposure to online buying. They had this fear of buying goods of unknown quality. But books were pure commodities. A copy of a book in one store was identical to the same book in any other store. So, the customers had no “Fear of Unknown”. They knew what they would be getting.
  • That time, books were primarily supplied by two major distributors and this would help Bezos not to waste time in approaching individual publishers.
  • Millions of books were in print worldwide which even a massive retail store cannot stock — too many SKUs — a potential advantage for an online store since it had no such limitations. Though Jeff Bezos could not build ‘Everything store’ in the beginning he could catch the essence of the possibility of ‘unlimited selection’ in the books category.

POSITIONING — THE DIFFERENTIATION

--

--

--

Author -Boil The Ocean. Business Strategy Consultant, Design Thinker. mmshah8@gmail.com https://www.linkedin.com/in/shahmm, https://www.amazon.com/dp/B0B4HFJL95

Love podcasts or audiobooks? Learn on the go with our new app.

Recommended from Medium

The Dawn of NeoBanks in India: What’s so neo about them?

My Testimony for the Nation’s First Hearing on Ghost Kitchens

7 Risk Management Strategies in 2021

Risk Management Strategies in 2021

Ola raises $1.1 billion from Tencent and SoftBank, says $1 billion more coming

Top 10 Essential Factors For Choosing Payment Gateway For Your Business

Daily Crunch: One week after expanding internationally, Dukaan says it has onboarded 1,000+ DTC…

How to compete in the modern eCommerce market like Tophatter

What the Globus-NuVasive Deal Means for Surgical Robotics

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store
Shah Mohammed

Shah Mohammed

Author -Boil The Ocean. Business Strategy Consultant, Design Thinker. mmshah8@gmail.com https://www.linkedin.com/in/shahmm, https://www.amazon.com/dp/B0B4HFJL95

More from Medium

My preferred weapons of influence

Marketing and Brand Strategy are the New Business Strategy

Start Using These Design Principles for Marketing and Business

Why We Love Working in a B2B PR and Marketing Agency — Nielsen McAllister