威胁

所有成功的互联网企业吸引竞争。 由于亚马逊销售高街零售商和其他在线业务相同或相似的产品，它可能会变得越来越难以区分其竞争对手的品牌。 亚马逊确实有它的品牌。 它也有一个大范围的产品。 否则，价格竞争可能会损坏业务。

国际竞争对手亦可能闯入亚马逊，因为它扩大了。 这些国内（US）竞争对手无法与亚马逊在美国的竞争，巩固海外和国外方面与他们竞争。 合资，战略联盟与并购可以看到，亚马逊在一些市场中失去它的顶部位置。

亚马逊销售的产品，往往会被买来作为礼物，特别是在圣诞节。 这意味着有一个元素的季节性业务。 然而，在不同的文化在海外市场交易等季节性因素可能不能持久不衰。 SWOT Analysis Amazon

Amazon is a profitable organization. In 2005 profits for the three months to June dipped 32% to $52m (£29.9m) from $76m in the same period in 2004. Sales jumped 26% to $1.75bn. Until recent years Amazon was experiencing large losses, due to its huge initial set up costs. The recent dip is due to promotions that have offered reduced delivery costs to consumers. This is about Amazon.

Strengths.

Amazon is a profitable organization. In 2005 profits for the three months to June dipped 32% to $52m (£29.9m) from $76m in the same period in 2004. Sales jumped 26% to $1.75bn. Until recent years Amazon was experiencing large losses, due to its huge initial set up costs. The recent dip is due to promotions that have offered reduced delivery costs to consumers.

Customer Relationship Management (CRM) and Information Technology (IT) support Amazon's business strategy. The company carefully records data on customer buyer behaviour. This enables them to offer to an individual specific items, or bundles of items, based upon preferences demonstrated through purchases or items visited.

Amazon is a huge global brand. It is recognisable for two main reasons. It was one of the original dotcoms, and over the last decade it has developed a customer base of around 30 million people. It was an early exploiter of online technologies for e-commerce, which made it one of the first online retailers. It has built on nits early successes with books, and now has product categories that include electronics, toys and games, DIY and more.

Weaknesses.

As Amazon adds new categories to its business, it risks damaging its brand. Amazon is the number one retailer for books. Toy-R-Us is the number one retailers for toys and games. Imagine if Toys-R-Us began to sell books. This would confuse its consumers and endanger its brands. In the same way, many