Amazon Summary By Natalie Berg & Miya Knights

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Amazon (2019) is an intriguing look at the meteoric rise of Amazon over the last two decades.

Written by retail experts Natalie Berg and Miya Knights, this book provides a comprehensive overview of Amazon's success, from its humble beginnings as an online bookstore to its current status as a global business empire.

The experts use industry data and insider knowledge to understand why Amazon has become so successful, explore how it will continue to revolutionize retail in the future, and offer advice on what other businesses can do to keep up.

With detailed analyses, interviews with key players in the industry, case studies, and more, this book is sure to provide an informative and thorough description of Amazon's incredible journey.


Book Name: Amazon (How the World’s Most Relentless Retailer will Continue to Revolutionize Commerce)

Author(s): Natalie Berg & Miya Knights

Rating: 4.4/5

Reading Time: 24 Minutes

Categories: Economics

Author Bio

The Amazon Book Summary is authored by two established retail professionals: Natalie Berg and Miya Knights.

Natalie is a highly experienced British consultant in the areas of merchandising, pricing, and shopper-centricity.

She previously worked as Global Research Director at Planet Retail and now leads her own consultancy NBK Retail.

Meanwhile, Miya Knights is the Head of Industry Insight at digital-marketing firm Eagle Eye.

With their impressive industry insight, Natalie Berg and Miya Knights are the perfect duo to author this book summary.

The Basics of Amazon’s Success: Uncovering the Strategies and Mechanisms Behind the Retail Giant’s Incredible Rise

Amazon's Success

Have you ever wondered why Amazon has become such a powerful force in the world of retail? It’s one of the topmost valuable companies in the world and made its founder, Jeff Bezos, the richest man alive!

The answer lies in Amazon’s successful strategies, mechanisms, and lucky circumstances that have allowed them to grow into a powerhouse.

With offers like one-click shopping, same-day delivery, prepaid returns and over 500 million products available online – it’s no wonder more customers are choosing Amazon first when they shop.

But that’s not all…

You’ll learn about how retail has evolved in the digital age, what changes we can expect to see at an Amazon store near you and also discover the number one secret to Amazon’s success – all in these sections.

We’ll also discuss what other companies can do to keep up with the eCommerce giant and why more businesses are now selling physical stores as well.

So, don’t miss out on learning how you too can thrive in this new Amazon world!

Amazon’s Flywheel: Driving Growth Through Innovation and Low Prices

Amazon has grown to become one of the most successful retailers in the world because it’s much more than just a retailer.

From fashion and electronics to sporting goods, groceries, its own brands, electronic devices such as the Kindle e-reader and Echo voice assistant, payment services such as credit cards and cloud storage systems – Amazon does it all!

The company follows a simple yet effective principle called the “flywheel”.

Simply put, this means that Amazon works hard to attract customers through low prices and good service.

The more customers they have, the more sales they’ll make.

This attracts third-party sellers who bring in even more money for Amazon to reinvest into lowering prices further and improving service.

In this way, Amazon keeps feeding the flywheel of success with innovation after innovation.

All of this is made possible thanks to Amazon’s commitment to always looking for new ways to offer customers what they want faster and better than before.

Thanks to its innovative approach and tireless dedication to customer service, Amazon has grown into one of the most successful retailers in the world today.

Amazon’s Customer Obsession is Rewarded with Unprecedented Loyalty

Amazon's Customer

Amazon’s success is founded on its tremendous dedication to customers.

It puts customers first in all things, which is why it’s their very first leadership principle – Customer Obsession!

The company actively works to develop new products and services that make shopping faster, simpler, and more convenient for customers.

Amazon invests around six percent of its annual profits back into making these improvements.

In terms of innovation, they have either been pioneering or forcing others to stay competitive; the “one-click” purchase being a great example of this.

Also, two-day shipping has become an industry standard thanks to Amazon taking this huge leap-ahead initially.

Everything Amazon creates starts backwards – from the customer point-of-view.

Proposals always consists of mock press releases so that people can understand how their product might appear to the customer.

Again pointing back at customer experience.

Amazon’s Prime Loyalty Program: A Path to Profits through Convenience, Quality, and Entertainment

Amazon Prime has become the backbone of Amazon’s business model.

When it was launched in 2005, the main benefit that members received was access to free two-day delivery on Amazon’s products.

Over the years, however, they’ve been able to enjoy a range of benefits such as same- and even same-day delivery; special deals and offers; the ability to add services such as grocery delivery; unlimited streaming through Prime Video and Prime Music; and even their own shopping day annually known as “Prime Day,” offering exclusive discounts.

What makes the Prime membership such a key part of Amazon’s business plan is twofold: firstly, Prime members tend to spend more money in the long run than non-members.

The cost of Membership doesn’t even cover what customers receive with all these extras, yet they’ve proven willing to purchase products from Amazon over other vendors because they save them time and effort.

Secondly, every year millions more sign up for this program worldwide – in 2018 there were already around 100 million people subscribed.

In this way, it’s easy to see why Amazon regards Prime as the heart of its operation – snagging loyal customers who are attracted by convenience and entertainment, making them less likely to turn elsewhere when making purchases.

In the Digital Age, Brick-and-Mortar Stores Need to Provide a Seamless Shopping Experience

Shopping Experience

In recent years, Amazon has been at the forefront of merging online and offline shopping.

As traditional retail spaces have declined due to the rise of e-commerce, Amazon has made an unexpected move – opening up physical stores and pop-ups around the world.

This shift reflects the changing habits of shoppers in today’s digital world.

Increasingly, customers need a combination of online convenience and offline service to be satisfied with their purchases.

With smartphones, researching products online can happen instantly before visiting stores for firsthand experiences such as trying on items or assessing them in person.

Customers then usually conduct quick price comparison checks using their phones before having the store order what they need.

Amazon’s decision to buy up Whole Food supermarkets is also proof that it understands the importance of physical stores for certain industries like groceries and fashion – places where customers still prefer going into a store to make sure they get exactly what they want.

Amazon’s Potential to Revolutionize Grocery Shopping With the Acquisition of Whole Foods

In mid-2017, Amazon made a groundbreaking announcement: it had acquired Whole Foods, a renowned US organic supermarket chain.

This acquisition was an indication of Amazon’s big move into groceries.

For years, Amazon had been attempting to make grocery shopping easier – first with the launch of its online delivery service, AmazonFresh in 2007 and then with the expansion of the service to multiple cities in the US and Europe.

Taking things further, the company realized that it would need physical stores if it wanted to compete in this market effectively.

That’s why it decided to acquire Whole Foods precisely since they specialize in handling fresh produce and other perishable goods.

This move also gave them access to a loyal market base of shoppers who prioritize quality products and services as well as 500 physical stores in the US and UK which acted as ideal testing grounds for its experiments with combining offline and online grocery shopping.

Indeed, acquiring Whole Foods cemented Amazon’s ambitions to make grocery shopping faster, simpler and more convenient than ever before – beckoning for a new era of grocery business dynamics that could shape how consumers shop not just food but other items too!

Amazon Proves That Embracing Technology is Essential for 21st Century Retailers


There’s no denying that Amazon is a tech giant.

Behind the retail-centric facade is a company driven to create innovative solutions that aim to make the customer experience easier and more enjoyable.

From their development of Artificial Intelligence, robots, drones and driverless cars, to their revolutionary “Just Walk Out” system in the Amazon Go stores and the popular Amazon Echo voice assistant with Alexa, they have cemented themselves as a tech business at its core.

But it doesn’t stop there – the algorithms powering product searches and recommendations are constantly improved so Amazon can better accommodate customer data; you’d be hard-pressed not to find an online purchase incidentally triggered by these recommendations in 2017!

Not only that, but many are surprised to learn that Amazon also provides storage services for companies through its own cloud storage system AWS.

By investing heavily in technology,Amazon shows no signs of slowing down when it comes to finding ways to better serve each and every one of its customers.

Amazon Revolutionizing Delivery With Extensive Logistical Infrastructure

Amazon knows that in order to keep up with continuously rising customer demands, it must continue to refine its logistical infrastructure.

To ensure speedy delivery and convenience for the customer, they have expanded their network of Fulfillment Centers (FCs) and Sortation Centers which store items in bulk or pre-sort packages according to region code.

They have even created smaller Prime Now Hubs near metropolitan areas which stock fewer products.

Delivery is still handled by third-party carriers such as UPS or FedEx; however, Amazon is aiming to manage more parts of the process on their own.

In 2015, they launched Amazon Flex which gives independent contractors the opportunity to make delivery rounds within their local area.

Furthermore, Amazon Lockers are a major asset in order for customers to pick up their goods securely, and there is an option for “click & collect” which allows customers to pick up items from participating stores near them.

And these days, who knows? Maybe soon enough goods will be delivered straight from the sky via drones!

As Amazon continues pushing boundaries on delivery timeframes and product availability, they’ll need all the help they can get in order to meet ever-increasing customer expectations.

With Amazon’s Rise in Power Comes Opportunity for Other Retailers to Capitalize on What It Can’t Do

As Amazon continues to dominate the world of online retail, other retailers must find a way to stay competitive.

The key? Focusing on what Amazon can’t deliver: an exciting, engaging in-store experience.

Research has shown that shoppers want more than tangible products – they are also looking for experiences.

Companies such as John Lewis and Apple have already started to capitalize on this trend by providing customers with more than just shopping – they offer activities such as coworking, eating, learning and leisure.

This focus on creating a positive in-store experience sets traditional retailers apart from the digital behemoth and serves as the key to survival in the era of Amazon’s dominance.

By delivering compelling experiences that draw customers away from the online giant, other retailers can leverage their local presence in order to establish loyalty among their target customer base.

Wrap Up

The final takeaway from Amazon’s success is that they have long placed their customers at the center of all their strategies.

By consistently investing in innovative and cutting-edge products and services, they have managed to build a flywheel effect of success that continues to propel them forward.

As they branch out further into sectors like groceries, Amazon will no doubt be an even larger part of people’s lives, forcing other retailers to really stand out with exceptional service and experience.

Arturo Miller

Hi, I am Arturo Miller, the Chief Editor of this blog. I'm a passionate reader, learner and blogger. Motivated by the desire to help others reach their fullest potential, I draw from my own experiences and insights to curate blogs.

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