Process Management and New Technologies

Amazon is a business to consumer that uses target marketing in its engagement. Even though the organization offers an approach for the vendors to avail their products, it is highly competitive because of the accessibility to e-commerce in target marketing. Its goods are sold directly to the consumers as a B2C firm termed the end-users. Buyers further transact directly with the company. The paper explores the components of target marketing at Amazon firm.

Using Amazon’s B2C program, any business can sell its products on the site. Amazon Marketplace is similar to Facebook Marketplace in that businesses can list their products for sale, and buyers can purchase them. However, the main segment of interest is the customer base that creates delivery infrastructure, a customer-friendly interface, a comprehensive product range and exploits affiliate products. These factors force the company to use the high runner strategy to market its products using customer data to avail the highest demanded category.

Small and large companies of various sizes sell their products on Amazon, regardless of their size (Aversa et al., 2021). Amazon’s business-to-consumer offerings are wide-ranging. Businesses can be connected directly and reach out to their target customers on Amazon by establishing their pages and offering a small charge for each transaction. The Amazon Payments service allows the company to consider payments from consumers who have Amazon accounts on their sites. Additionally, the Amazon Supply department enables customers to purchase industrial goods straight from the online retailer, including office and shipping equipment (Sadq et al., 2018). The order fulfillment service offered by Amazon is a convenient way for customers to emphasize the packaging and shipment of their products to one of the many Amazon physical stores situated around the United States.

Besides, target marketing from the Amazon B2C side comprises several different aspects. Sellers use Amazon pages to create pages to present their products to customers, a service is considered indirect from the company (Sadq et al., 2018). Both new and used products are available to buy instantly from In addition to free shipping and reduced instant video and e-books, Amazon Prime members get access to various other benefits for a monthly subscription fee (Aversa et al., 2021). Rather than keeping B2C applications to itself, Amazon allows other organizations to take advantage of Amazon’s e-business and e-commerce methods.

When compared to eBay company, the business-to-customer services of Amazon do not offer auction-style purchases. Alternatively, all prices are fixed and cannot be altered. Online retail giant Amazon has entered the B2C arena by linking businesses with the right customers (Sadq et al., 2018). However, Amazon is still the e-commerce powerhouse that allows other suppliers to market their products. Amazon, therefore, provides operations with a wide range of services, including product delivery, payment processing, and advertising (Aversa et al., 2021). Marketing for consumer goods on television and social media is one example of B2C marketing by Amazon. In business-to-consumer (B2C) marketing, the target audience is the company’s actual customers.

Most B2C customers fail to base their purchasing decisions on facts or the usefulness of a product or service instead of on how they feel about it. Amazon business to customer advisers can take advantage of such by creating content that applies to the passions of their target consumers (Sadq et al., 2018). The next thing an individual can attempt is in the grocery, then decide to try that new snack that looked so good in the commercial. Therefore, when it comes to B2C marketing, tangible goods are not the only thing to consider.


Aversa, P., Haefliger, S., Hueller, F., & Reza, D. G. (2021). Customer complementarity in the digital space: Exploring Amazon’s business model diversification. Long Range Planning, 54(5), 101985. Web.

Sadq, Z. M., Sabir, H. N., & Saeed, V. S. H. (2018). Analyzing the Amazon success strategies. Journal of Process Management and New Technologies, 6(4). Web.

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