You might have come across the website Amazon while searching any product online. Or you might have used it to know users’ reviews before buying any product. But do you know the reasons and struggles behind their global success? Let us briefly discuss their success story and share something about their mission, motto and positioning statement.

How Amazon.com emerged?

The company was founded by Jeff Bezos in 1994, which initially would sell online books to college students. As the time passed by, they added se more items like electronics, jewellery, cosmetics and furniture. Now the company sells everything a person could have asked for. It has acquired other retailers as well. One of the major reason of its popularity is that it encourages users’ personal reviews, pictures and videos for a product. Other customers also find it beneficial and frequently visit the website. This strategy has increased the number of monthly visitors up to 130 million.

Amazon’s mission statement:

Mission statement is basically a promise written in a short paragraph which a company uses to explain its mission to its employees. This statement does not only help employees to be focused, but also encourage them to be innovative to help the organization achieve its goals.

The mission statement of Amazon is :

“we strive to offer our customer the lowest possible prices, the best available selection, and the utmost convenient.”

Amazon.com had described three promises in its mission statement i.e.

  1. Lowest prices
  2. Best selection
  3. Utmost convenient

The customers are attracted towards the lowest prices which the company offers. They also have one of the largest collection of every product they sell. Customers’ convenience has been taken into consideration by offering worldwide shipments with lowest possible rates.

Positioning statement:

Any company’s success is not just depended on the products or services they provide. But they also have to offer some extraordinary approaches that will make them different from their competitors and establish a strong position in the market.  Positioning statement are used for this purpose. It is a short paragraph through which a company explains how their product, and services are unique, and how they serve their customers better than their competitors. It is to convince customers to buy their products. The formula for making a perfect positioning statement answers three questions: who? What? And why?

Amazon.com announced its positioning statement back in 2001 when it was selling only books.

“for World Wide Web users who enjoys books, Amazon.com is a retail bookseller that provides instant access to over 1.1 million books. Unlike traditional book retailers, Amazon.com provides a combination of extraordinary convenience, low prices, and comprehensive selection.”

The above statement is a perfect and unique positioning statement as it answers all the three question.

  • Who are the targeted people?

Book lovers from World Wide Web users

  • What are they selling, offering?

They provide an instant access to over 1.1 million books worldwide.

  • Why are they better from their competitors?

Extraordinary convenience, low prices and comprehensive  collection.

Amazon’s Mission Statement: Positioning Statement and Motto