Amazon Branding Strategy and Marketing Case Study

Analysis and examples of Amazon’s identity, positioning, key messages, tone of voice, brand archetypes, customer benefits, competitors, and marketing content.

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Amazon brand logo

Brand Overview

Category

  • Ecommerce
  • Entertainment & Media

Business Type

Physical Products & Software Service

Website

https://amazon.com

Customers

Target Customer

Budget-Minded Shoppers

Primary Need (Job To Be Done)

Find the best deal and fastest delivery for any type of personal product I need

Brand Visual Identity & Content

Primary Brand Colors

[

#FF9900

[

#232F3E

Brand Typefaces

  • Amazon Ember

Hero Content

Amazon hero image

Hero Content Type

Photo

Content Features People

Yes

Brand Messaging

Key Messages

Headline
Sign in for the best experience
 
Subheadline
None
 
CTA
Sign in securely

Benefit or Feature Focus

Feature

Tone of Voice

Keywords
Informative, Matter-of-fact, Dry
 
Dimensions
Funny <> (+2) Serious
Casual <> (+2) Formal
Irreverent <> (+2) Respectful
Enthusiastic <> (+2) Matter of Fact

Brand Archetypes

(Learn More About Brand Archetypes)

Primary

Everyperson

Everyperson Brand Archetype

Secondary

Sage

Sage Brand Archetype

Tertiary

Magician

Magician Brand Archetype

Brand Positioning (Elements of Value)

(Learn More About The Elements of Value)

Aspirational

Self-Actualization

Element of Value Self-Actualization

Emotional

Provides Access

Element of Value Provides Access

Functional

Variety

Element of Value Variety

Saves Time

Element of Value Saves Time

Reduces Cost

Element of Value Reduces Cost

Brand Benefits

Benefit #1

Get every type of personal and home product I would ever need in one convenient location

Benefit #2

Easily and quickly compare pricing options and customer reviews to help decide which product best fits my specific needs

Benefit #3

Satisfy my needs for products and entertainment content through one combined subscription service

Competition

Key Competitors

Walmart, Target, Google, Bed, Bath, & Beyond, Netflix, Apple, Home Depot

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