Porter Analysis: A Business Strategy of Amazon.Com Through a Value Chain and Comparative Advantage Analysis of Amazon’s Trademarks and Intangibles

Practical Guide to U.S. Transfer Pricing, 3rd Edition (2018)

20 Pages Posted: 18 Dec 2018

Date Written: November 27, 2018

Abstract

Amazon is considered the preeminent online retailer in the world. It operates in varying areas from robotics, movie databases, web services, audio books, food markets, etc. Its expansive reach is a matter of e-commerce highly dependent on the logos and Amazon trademarks, such as the Amazon smiling face, the Amazon logo, etc.

The E-commerce industry falls into the category of internet and software services according to S&P’s Industry Surveys on “Internet Software & Services. E-commerce can be categorized into two major segments on the internet: business-to-consumer (B2C) and business-to-business (B2B). Amazon.com falls into the B2C category, because Amazon’s main target is consumers.

Amazon is the largest online retailer in the world. But it operates with a great deal of competitors. Below is a chart of the main competitors Amazon deals with in the economy.

Amazon can also be viewed in light of Michael Porter’s Five Forces analysis in terms of value drivers as well.

Amazon operates in the global marketplace as a web-based retail company, although it’s recent merger with or acquisition of Whole Foods suggests it sees a “brick-and-mortar” presence throughout the world as an integral part of its future in addition to the online market. However, Amazon still “mostly” operates online and sells products online. Amazon operates as an internet retailer company. It operates online and sells products online.

According to the 10k filing Amazon provided with the Securities and Exchange Commission, Amazon engages in a large variety of products. It primarily operates as an online retailer through its algorithms to predict what users want to buy and the integrated search engine that enhances the user’s experience.

This is a chapter in a book.

Keywords: Amazon, economics, Porter Analysis, Business, law, transfer pricing

Suggested Citation

Lincoln IV, Charles Edward Andrew, Porter Analysis: A Business Strategy of Amazon.Com Through a Value Chain and Comparative Advantage Analysis of Amazon’s Trademarks and Intangibles (November 27, 2018). Practical Guide to U.S. Transfer Pricing, 3rd Edition (2018), Available at SSRN: https://ssrn.com/abstract=3291668

Charles Edward Andrew Lincoln IV (Contact Author)

University of Groningen, Faculty of Law ( email )

Groningen
Netherlands

Do you have a job opening that you would like to promote on SSRN?

Paper statistics

Downloads
727
Abstract Views
1,906
rank
42,288
PlumX Metrics