Digital Marketing Analysis Of Amazon Writing Sample

Amazon is one country with multinational technology companies that emphasize e-commerce, digital streaming, cloud computing, and artificial intelligence. Amazon was founded on July 5, 1994, by Jeff Bezos as a result of the “regret minimization framework .”He did this to ensure that he has not regretted not having tried to participate in the upcoming internet with his startup. It started due to technological marketing education( Williamson et al.,2022). It is one of the largest dealers worldwide, revolutionizing wholesale factories by inventing online shopping. Its primary product includes an e-commerce platform, which permits customers to hire products of different sorts, such as electronics, fashion, books, and grocery, and others. In this report, we will analyze Amazon’s digital marketing tactics by using the 4Ps Marketing Mix template, examining two challenges and opportunities of the company by SWOT analysis, and making recommendations of how Amazon can use digital marketing to improve its marketing performance.

Digital Marketing Tactics of Amazon

a) Product:

Amazon’s production policy aims to provide its consumers with wide-ranging products at competitive prices. It focuses on the e-commerce platform as its primary product, which offers customers a vast range of products. It also offers a donation provision called Amazon Prime, with many customer benefits ( Kotler et al., 2020). Marketing strategy in the digital age: Applying Kotler’s strategies to digital marketing.customers, such as free shipping, access to streaming services, and discounts on select products. The country publicizes its products on social media, which helps them take advantage of those who use those sites by sending them to its product pages to help them sell more…

b) Price:

Amazon’s charging strategy is economical and aims to offer the best value to its customers for their money. It offers competitive charges on its products, discounts, and deals regularly (Petruska, 2018). Amazon also offers its Prime subscription service, which accesses streaming services at a fixed monthly fee and free shipping.

c) Place:

In this strategy of place, Amazon focuses on providing its customers with convenient and easy access to its products. For example, the company’s e-commerce platform is available from everywhere in the world, and consumers can hire products using their desktops, laptops, or mobile devices. The company also works in physical stores under the Amazon Go and Amazon Books brands, which offer customers a distinctive shopping experience.

d) Promotion:

Amazon’s promotion strategy focuses on providing its customers by using a variety of traditional marketing strategies, such as print and digital advertising and personalized targeted marketing messages when promoting their products by using customer data, whereby its recommendations engine provides customers with browsing and purchase history recommendations. It also permits sales promotions, product placement, and pay-per-click (PPC) campaigns. Marketing channels, including email marketing, social media marketing, and influencer marketing, are used to reach the target audience on Amazon.

Situation Analysis

The situation analysis of Amazon includes examining the company’s interior and exterior environment, including its strengths, weaknesses, opportunities, and threats. The analysis helps to identify the key factors that influence the company’s enactment and develop guidelines to improve its marketing performance( Ratnasingham, 2006)… Moreover, Amazon has to reconsider its business model of operating, and the fact that the company has not returned a clad profit in the last five years it encourages it to make more improvements.

SWOT Analysis of Amazon

a) Strengths:

Amazon is the world’s leading online retailer whereby it has the the largest e-commerce retailer in the world, with a massive customer base and a broad range of products. Its brand acknowledgment and status strongly increase customer trust and loyalty. This helps to provide a positive customer experience that enhances retention and satisfaction. One of its strengths is that it recalls from customers worldwide, and this recognition has helped it start new markets. The company also uses grander logistics and supply systems; this helps the company actualize better customer fulfillment, resulting in a competitive advantage over Amazon deriving rivals.

b) Weaknesses:

Criticism has been one of the challenges among Amazon employees and poor working conditions in its warehouses and delivery centers. The company’s heavy necessity of its e-commerce platform for revenue generation makes it vulnerable to cyber-attacks and system failures. Amazon’s business model is heavily dependent on their customers and sellers, which can lead to low-quality control issues and increased competition. This is why they offer their customers free shipping, which is very dangerous to lose its margins and hence, optimize costs because of this strategy.

c) Opportunities:

In Amazon, this strategy of opportunities increases the implementation of e-commerce and online shopping presents, expanding its customer base and revenue. The growing approval of home devices and practical supporters allows Amazon to expand its hardware product line( Alshmrani,2021). The expansion of cloud computing services, Web Services (AWS), presents an opportunity for the company to diversify its revenue streams in Amazon.

d) Threats:

One of the threats to Amazon’s success is the growing anxiety over online shopping, which results from theft and hacking, which exposes the consumer’s data. Therefore to avoid this, Amazon has to move quickly to alleviate consumers to ensure that online privacy and security are guaranteed. Due to these pricing strategies, the company has to face complaints from publishers and rivals to retail the industry. Amazon has also faced stiff competition from local online sellers who are more agile and sprightly when compared to them.

Challenges and Opportunities

SWOT analysis identifies several challenges and opportunities for Amazon in the e-commerce and digital marketing space. Here are two challenges and two opportunities:


Stiff competition: Amazon faces intense competition from established players like Walmart and new competitors like Shopify and Instacart. This competition makes Amazon to maintain its market share, offer competitive charges, and revolutionize to meet customers’ demands.

Supervisory challenges: Amazon faces regulatory trials and legal issues in several countries, including the US, the EU, and India. These challenges relate to issues like, data privacy and labor practices and can impact the operations and reputation of Amazon.


Amalgamation with other digital platforms and services: Amazon can integrate with other digital platforms and services, including social media and mobile apps, to expand its customer’s engagement. This integration can also provide Amazon with valued customer data and intuitions to enhance its marketing strategies.

Improvement of new technology and innovation: Amazon, being a technology leader in the e-commerce and digital marketing space, continues to invest in new technology and innovation, which led to the enhancement of its customer experience, which streamlines its operations and stay ahead of the competition. Amazon, one of the world’s largest online retailers, has successfully implemented a strong digital marketing strategy. However, organizations may face some challenges and issues when adopting a digital business model.

Some challenge faced by the organization in adopting a digital business model is the need for skilled personnel; therefore, digital marketing requires a dedicated skill set and qualified professionals, which can be challenging. In addition to this, the cost of purchasing and recollecting these experts can be high, which can be an important barrier to entry for some businesses.

The need for an important investment in technology and infrastructure is another challenge affecting companies in Amazon. There is digital marketing which requires access to the latest technology and platforms, which are costly to implement and keep. In addition to this, organizations must have vigorous cyber security measures that has to guard their records and their customers’ information.

There is intense competition in the e-commerce industry with Amazon which makes it to compete with other online retailers and marketplaces. For this competition to continue a constantly innovative and improved digital marketing strategy is needed to stay up with the competition. Disaster to do so, losing market share and revenue can occur.

There is a need to adapt to any changing consumer behavior and preferences. As consumers progressively depend on digital services to shop and interact with brands, organizations must be able to notice quickly any change in the market. This can only be achieved through flexibility, agility in their digital marketing strategies, and willingness to research and take all the risks.

The challenge of measuring the effectiveness of digital marketing efforts is also facing companies. Metrics can be used to track the success of a digital marketing campaign. However, determining which metrics are significant and how to measure them accurately is challenging. Also, it isn’t easy to feature specific outcomes of specific marketing efforts, which brings challenges to optimizing marketing strategies over time. In addition to this, digital marketing can be a highly effective way for organizations to engage and reach their customers. However, there are still challenges and issues that need to be solved. Some of the strategies that can lead to succession and overcome these challenges are; investing in the right people, technology, strategies and staying agile and adaptable to the organization.


Based on the situation analysis and SWOT analysis, here are two recommendations on how Amazon can use digital marketing to enhance its marketing performance:

Social Media Marketing: Amazon increases its existence by using social media platforms like Facebook, Instagram, and Twitter to develop and increase appointments to its customers to reach wider traders and promote its goods( De Pelsmacker et al.,2018). Digital marketing strategies, online reviews, and hotel performance. International Journal of Hospitality Management, 72, 47-55.They use social media because it is relatively low-cost, and they can use data analytics to board specific customer segments, promote their goods and services and generate a call.

Mobile Marketing: Mobile marketing helps Amazon to reach wider customers, which is more prevalent. The country uses mobile marketing tactics like SMS marketing, mobile apps, and mobile-friendly websites to reach its customers and increase sales by advertising them.


E-commerce and digital business marketing at Amazon has been facing challenges and opportunities in their company. Amazon can improve its marketing performance and continue growing its market shares by embracing digital marketing tactics like social media and mobile marketing. To improve this, Amazon should address data privacy and security to maintain customer trust and avoid legal consequences such as theft. The e-commerce and digital business marketing landscape is also continually evolving, and companies must persist vigilantly and adjustable to remain competitive. Additionally, Amazon has become a leading player in the e-commerce and digital business marketing landscape by ensuring that its products are sold in the large amount. This can only be achieved if the company produces evitable goods that are accessible to their customers. Apart from this, the company also faces challenges in terms of extreme competition and concerns about customer data privacy and security. To solve this problem, Amazon can influence digital marketing tactics such as social media marketing and mobile marketing to improve its marketing performance.

Amazon has been using social media marketing, allowing the company to reach more customers and promote its products. This can be achieved through the use of data analytics to target complete demographics by creating personalized campaigns that reverberate with their customers. Amazon can also use mobile marketing tactics like SMS marketing, mobile apps, and mobile-friendly websites, which helps the company engage with customers and increase sales. These tactics have helped Amazon reach customers on the go, making it more convenient for them to make hires of their products. Amazon can use digital marketing to advance its marketing presentation and continue to improve its market share. In order to be successful in this, the company should also report concerns about data privacy and security to maintain customer trust and avoid legal costs by implementing digital marketing tactics, which can help the company to be competitive and adapt to the evolving e-commerce and digital business marketing landscape.


Kotler, M., Cao, T., Wang, S., & Qiao, C. (2020). Marketing strategy in the digital age: Applying Kotler’s strategies to digital marketing.

Petruska, K. (2018). Amazon Prime Video: Where information is entertainment. In From Networks to Netflix (pp. 355-364).

Ratnasingham, P. (2006). A SWOT analysis for B2C e-commerce: The case of Amazon. com. International Journal of Cases on Electronic Commerce (IJCEC), 2(1), 1-22. Alshmrani, H. M. (2021). An analytical view of amazon’s success in the worldwide. Life Science Journal, 18(6).

Routledge. De Pelsmacker, P., Van Tilburg, S., & Holthof, C. (2018). Digital marketing strategies, online reviews and hotel performance. International Journal of Hospitality Management, 72, 47-55.

Williamson, B., Gulson, K. N., Perrotta, C., & Witzenberger, K. (2022). Amazon and the new global connective architectures of education governance. Harvard Educational Review, 92(2), 231-256.

Dred Scott V. Sandford (1857) University Essay Example

Dred Scott v. Sandford was a long fight for freedom, and the case persisted through various courts until it reached the US Supreme Court. The case’s decision gave momentum to the anti-slavery movement, incensed abolitionists, and served as a stepping stone to Civil War. Dred and Harriet filed separate lawsuits for freedom against Emerson, but since none could read or write, they got financial and logistical assistance from their abolitionists and church. During the appeal at Supreme Court, the case gained notoriety, and Scott had support from many abolitionists, such as high-profile attorneys and powerful politicians. The Supreme Court ruled that enslaved people were not US citizens and could not be protected by the courts or government (Doubravová, 2021). This decision caused intense disunion and catalyzed the American Civil War because abolitionists saw the ruling as a way of stopping the debate about slavery.

The Dred Scott case was a major catalyst for American Civil War because Chief Justice Roger Taney ruled that Scotts were not citizens and neither were any slaves. According to the court ruling, slaves did not have rights to be respected. Scott was born a slave, but he was owned by two different families moving with them to places where slavery was prohibited. Since there was a law that once frees always free, Scott and his wife Harriet claimed their freedom by filing a case against their master John Sandford. Two Missouri statutes formed the basis under which Scott fought for their freedom because one statute allowed people of color to sue for wrongful enslavement, and the other stated that if any slave was taken to free territory, they could not be re-enslaved even when they returned to a slave state because they automatically became free. For instance, Scott felt they were wrongfully enslaved and needed freedom. Also, having been moving from one territory to the other, Scott passed through slave-free territories and was, therefore, free and could sue Sandford for re-enslavement.

The Dred Scott decision outraged abolitionists because they considered slavery morally wrong. The decision was a divisive issue in national politics because when the antislavery North was angered, the South celebrated because they believed in slavery and needed the slaves the most to work in their plantations. According to the Georgia newspaper, the Southerners considered slavery as a supreme law of the land following the Supreme Court’s decision. The country was pushed closer toward the American Civil War because, for the longest time South and North differed on the slavery issue (Finkelman, 2022). The southern economy depended entirely on cotton grown on plantations, and all the labor came from African Americans working as slaves. The Northern economy depended on manufacturing, and they paid their workers. Therefore, the North fought against slavery, considering it immoral, while the South held to it because it benefited them. Many other factors caused the American Civil War, but the difference in slavery between the North and South was a major issue. The North respected people of color and valued the labor they paid them for their work, but the Southerners considered slaves as their property and could use them the way they wanted.

The Supreme Court’s ruling catalyzed the American Civil War by declaring the Missouri Compromise unconstitutional and maintaining that Congress could not abolish or forbid slavery in the territories. Slavery in many territories had been considered unconstitutional, especially in the North, and slaves had been freed. Following the Missouri Compromise, Scott found the reason to fight for freedom because slavery was forbidden in that state, and any person who held slavery could sue the master. However, the Supreme Court decision on Dred Scott’s case created tension in the country as the court struck down the Compromise as unconstitutional, meaning slaves could not get freedom regardless of location. Also, Congress had powers to make certain laws, including prohibiting slavery in states, but when the Dred Scott case was determined, the Supreme Court ruled that Congress did not have such powers and should not forbid slavery in any state (Finkelman, 2022). The Civil War gained popularity through this ruling overturning Congress’s power and termed the Missouri Compromise unconstitutional in favor of Sandford, who enslaved African Americans.

In conclusion, Dred Scott v. Sandford was a freedom case between Dred Scott, a slave and Sandford, the owner of the slave. Although Scott had been born in slavery, he moved with his owners to different states that forbid slavery and could fight for his freedom because the law stated once free, always free. Despite the many attempts to fight for freedom, the Supreme Court ruled against Scott, catalyzing the American Civil War. The case contributed to the war because the ruling continued slavery by stating that slaves had no rights to be respected. Also, the decision outraged abolitionists who considered slavery immoral, and the differences between the North and South grew because they had different views on slavery. Lastly, the ruling considered Missouri Compromise unconstitutional, which provoked politicians and grew their anger leading to Civil War.


Doubravová, L. (2021). The 1857 Dred Scott Decision.

Finkelman, P. (2022). The First Civil Rights Movement: Black Rights in the Age of the Revolution and Chief Taney’s Originalism in Dred Scott. U. Pa. J. Const. L.24, 676.

Drug Abuse Among Australian Teenagers: A Human Rights Violation Essay Sample For College


Although it is prohibited to consume illegal drugs in Australia, drug abuse is a major social, health, and legal concern affecting Australians. Alcohol, tobacco, and cannabis are the three most commonly used drugs among youths in Australia. Given that Australia has the greatest percentage of cannabis users globally, cannabis usage is a significant factor in Australian society (Connor et al., 2021). A study conducted in 2016 showed that 22 percent of Australian teenagers aged 14 years and above had tried an illegal drug in their life (Weatherburn et al., 2021). Hence, young people are particularly vulnerable to the negative effects of cannabis, alcohol, and tobacco. These substances have the potential to directly or indirectly impact young people’s physical, psychological, and developmental health. Also, the use of these substances has been linked to poor economic and social results, including unemployment, low educational achievement, poverty, homelessness, and family dissolution. This paper examines how the public health issue of drug abuse among Australian teenagers is a matter of human rights violations.


Drug abuse is a major health issue in Australia despite the country’s government banning various types of drugs like cannabis. Teenagers have also been at the forefront of abusing legal drugs like alcohol and tobacco. The legal drinking age in Australia is 18 years and above. By legal drinking age, it means that only people aged 18 years or above are allowed to buy alcohol or drink alcohol from a licensed vendor. However, most teenagers have used cannabis at least once despite it being illegal in Australia. Other drugs that are abused in Australia are cocaine and heroin. Cannabis is the main leading factor to hard drugs and is also a risk factor. Drug abuse has harmful impacts on the health of the user. Marijuana abuse causes teenagers health risks, leading them to drop out of school, low academic performance, mental health issues, and law violations.

The Unicef on the Rights of the Child article 33 suggests that state parties shall take all appropriate measures like administrative, educational, social, and legislative measures to protect children from the illegal use of drugs (Nicholl, 2019). Hence, any state is responsible for protecting all youths from drug abuse, either directly or indirectly. However, due to corruption and other ill government practices, drugs have not been effectively controlled. Thus, in some cases, teenagers have access to illegal drugs, which leads them to abuse them and endangers them from getting addicted. Also, another key environmental influence on teenagers’ initial and continuing drug abuse is their high exposure to substance use through marketing and new media (Jackson et al., 2018). Government impunity has perpetuated drug abuse among teenagers, especially cannabis prohibited in Australia, negatively impacting the country’s health and social and economic welfare (Rolles, 2020).

Health Issues

Health is defined as being free from injury or illness, which involves mental and physical conditions. The illegal use of drugs has both short- and long-term detrimental effects on the health and well-being of users. However, teenage drug misuse has serious implications that often have a wide range of effects on the individual’s life. Adolescents who abuse drugs during their adolescence run the risk of developing irreversible brain damage as well as other serious health consequences that could result in a lifetime of addiction and limitations on their freedom. Teens can be affected by drug abuse wildly differently than adults. In most cases, drugs contain unknown substances that may cause psychosis in the users. Mentally, teens who abuse drugs are more likely to develop an addiction that has adverse impacts. Also, using drugs at a young age triggers mental illness, while they can worsen an existing condition (Munich et al., 2020). Since drugs influence, one’s behaviors, teens who abuse them may develop risk-taking behaviors like driving while intoxicated and engaging in unsafe sex.

Mental health is an important feature for any individual since it determines creativity, learning potential, and risk-taking behaviors. People with sober minds are likely to have clear thinking and make more informed decisions than those under the influence of a substance. Also, mental health enables people to improve their relationships with others socially and reduce their chances of falling into depression. Substance use itself may influence intellectual improvement, further decreasing academic performance and reducing academic development. A study has shown that overwhelming substance use can prompt problems with working memory and attention due to changes in adolescent brain activity. Thus, most students may develop issues with concentrating in class and paying attention, affecting their academic performance.

Lack of parental involvement and social support are the main determinants of the prevalence of drug abuse in Australian teenagers, as Bedaso et al. (2021) asserted. Parental monitoring has a significant role in the behavior of teenagers; hence, when parents do not involve themselves with teens, their behavior is jeopardized. Another reason why teens may engage in drug abuse is due to peer pressure and curiosity to take risks (“Drugs, teenagers and parenting,” n.d.). Also, trauma and other life experience have played a significant role in the prevalence of drug abuse by teenagers in Australia. In addition, sexism, misogyny, and gender violence have attracted public attention, where they have increasingly been reported from institutions and at community levels (Valladares & Berents, 2022). These life experiences have also increased drug abuse among teens in Australia.

Human Rights Issues

Drug abuse among teenagers in Australia can be argued as both a key public health challenge and a human rights matter. To address and mitigate drug abuse among Australian teenagers, the human rights relating to this issue must be followed, protected, and respected by the state. In 1948, the United Nations (UN) adopted the Universal Declaration of Human rights (UDHR), which serves as a foundation of moral necessities aimed to ensure that all people have a secure, equitable, and healthy life (United Nations, 1948). Equity requires everyone to achieve equal outcomes despite their age, race, ethnicity, color, or background. However, when people are involved in drug abuse, they tend to achieve fewer health outcomes than those that do not. People with mental health and substance use issues are exposed to various stigma components that mainly endanger their mental health. Some of the stigma components include discrimination, prejudice, and stereotypes.

Stigma involves collective prejudice and discrimination towards a particular group of people, such as teenagers with drug abuse issues. Hence, youths with substance use problems are discriminated against, hindering equity as human rights require. For example, the public may discriminate against students with substance use issues and create obstacles when other students prevent them from accessing basic needs like education. In the universal human rights adopted by United Nations, every child has a right to education and other basic needs like housing. Stigmatization also affects people’s performance in both community and personal work. Hence, students who abuse drugs are more likely to drop out of school or even perform poorly due to the stigmatization that they are subjected to.

The drug abuse epidemic among Australian teenagers fails to uphold the Universal Declaration of Human Rights (UDHR) of 1948, where human rights should protect youths from drug and substance use. Since the population of teenagers abusing drugs remains at considerable levels, the state can be blamed for human rights violations. The criminalization of drug and substance use violates various human rights like the right to health, life, freedom from torture and inhuman treatment, arbitrary arrest, and right to bodily integrity (Phil, 2018). Despite Australia being the original signatory to the Universal Declaration of Human Rights in 1948, there are various areas where the state should review, promote, and protect human rights. For example, the right to health has not been well implemented because drug and substance users have not received equity treatment from the public.

To encourage a positive shift to equity and promotion of other necessary human rights, Australia should liaise with other stakeholders and find a long-lasting solution to this issue. Also, the government should ensure that human rights are protected and served equally without favor or external influence. The government is responsible for protecting youths from drug and substance abuse to encourage equity in the country and end the prevalence of drug abuse among teenagers.


Drug and substance abuse among teenagers is a sensitive health and human rights issue that the Australian government must address. Statistics have shown that most teenagers have used drugs at least once from the age of 14 to 18. Due to the adverse impacts of drug use on students, like damaging mental health, causing memory issues, and engaging in behavioral risk, substance use must be addressed with immediate effect. A country without youths is unidirectional since they are the future leaders. This issue has various human rights violations, including the right to bodily integrity, health, and equity. To move forward and mitigate drug abuse among teenagers, the Australian government needs to make a more significant effort to protect youths from drug and substance use. The conclusions made from this paper will be crucial to scholars, youths, families, and the government to reveal the concerns of drug and substance abuse among teenagers and empower appropriate bodies to pass laws against this violation of human rights.


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Connor, J. P., Stjepanović, D., Le Foll, B., Hoch, E., Budney, A. J., & Hall, W. D. (2021). Cannabis use and cannabis use disorder. Nature Reviews Disease Primers7(1).

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Jackson, K. M., Janssen, T., & Gabrielli, J. (2018). Media/Marketing influences on adolescent and young adult substance abuse. Current Addiction Reports5(2), 146-157.

Munich, J., Dennett, E., Swainson, J., Greenshaw, A., & Hayward, J. (2020). Impact of COVID-19 on emergency utilization for mental health and substance use: A rapid review (Preprint).

Nicholl, P. (2019). “For every child, the right to a childhood” UNICEF (2019). Child Care in Practice25(4), 345-348.

Phil, F. (2018). Art.15 protection against torture and cruel or inhuman or degrading treatment or punishment. The UN Convention on the Rights of Persons with Disabilities.

Rolles, S. (2020). The rise and fall of the drug free world narrative. Research Handbook on International Drug Policy, 206-224.

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Valladares, I., & Berents, H. (2022, June 1). Seeing “Youth” issues as shared issues. Australian Institute of International Affairs. Retrieved March 28, 2023, from

Weatherburn, D., Darke, S., Zahra, E., & Farrell, M. (2021). Who would try (or use more) cannabis if it were legal? Drug and Alcohol Review41(2), 386-395.