Amazon is the largest online e-commerce company in the United States. It is located in Seattle, Washington, and is one of the earliest companies to start e-commerce on the Internet. Amazon was founded in 1995. At the beginning, it only operated online book sales business. Now it has expanded to a wide range of other products. It is still the online retailer with the most product varieties in the world and one of the top five Internet companies in the world.
In August 2004, Amazon acquired Joyo.com, which combined Amazon’s world-leading online retail expertise with Joyo.com’s deep experience in the Chinese market, further improving customer experience and promoting the growth of e-commerce in China.
1. Global Store Opening
“Global Store Opening” is a project launched by Amazon to help local sellers enter Amazon’s global market. This project was introduced to China in 2012. In the early days, Chinese sellers who wanted to sell goods on Amazon in the United States needed to register directly on Amazon’s US website. Not only was the process complicated, but there were also many conditions to be met. Unlike domestic third-party e-commerce platform sellers who directly connect with customer service, it is difficult for Amazon China sellers to find Amazon China’s operating staff. On the one hand, this is due to the limited number of people and lack of energy in the “Global Store” project team; on the other hand, it is because Amazon insists on relying on systems and rules for management and minimizing manual intervention.
However, this situation has improved recently. According to Amazon executives, Amazon is actively recruiting employees and holding investment promotion activities. Wherever there is a market, Amazon can be seen. While increasing customer resources and merchants, Amazon is also working to improve the problem of poor communication. The situation of the “Global Store” project is continuing to improve and is expected to reach a relatively good situation soon.
2. Product Strategy
Amazon is committed to becoming the world’s most “customer-centric” company and has become the world’s online retailer with the largest variety of goods. Amazon and other sellers offer millions of unique new, refurbished and second-hand products in categories including books, movies, music and games, digital downloads, electronics and computers, home and garden products, toys, baby products, groceries, clothing, shoes, jewelry, health and beauty products, sports, outdoor products, tools, as well as automotive and industrial products.
At the same time, it is easy to see the content and message guidance of several other product category pages on the product platform page of each category. It classifies all different products in the entire platform and implements different marketing strategies and promotion methods for different electronic products.