Shopper Marketing - June 2017 - 151
Amazon Paves New Paths, Sets Standards
Amazon's growth trajectory compares to Wal-Mart's growth in the 1990s - monumental. Given Amazon's position as a trailblazing e-tailer, the incredible growth sent waves
through the entire retail industry and disrupted the brick-and-mortar marketplace in
As a business structure, Amazon has benefited from a number of incremental cashflow streams, including a media group, marketing services, third-party seller fees and
membership fees. But what's most compelling for CPG manufacturers and brand owners
seeking to establish an e-commerce presence is how Amazon continues to raise the bar
for e-commerce and shoppers' expectations of what it means to shop and buy online.
CPG brands that capitalize on Amazon shopper engagement, and traffic, can utilize the
site as a marketing platform, rather than only a sales platform. Consumers today look for
shopping experiences that reflect their unique needs and wants, and Amazon has mastered the art of delivering. Also, when shoppers visit Amazon.com, they're in a shopping
mindset, ready to make easy, efficient purchases.
Most Popular Multi-Platform Web Properties in the United States
November 2016, Based on Number of Unique Visitors (millions)
Comcast NBC Universal
Source: comScore, IRI E-Commerce Consulting
Having outlined the opportunity, mishaps, and successes thus far in the e-commerce
world, it becomes evident that a new mindset is necessary to succeed in this space. If
retailers and brand marketers want to grow, they have to engage key tools and resources
to drive growth and create opportunities.