Honors Program


Document Type


Date of this Version

Fall 12-15-2020


Ningzhi, L. 2020. Amazon.com, Inc Strategic Audit. Undergraduate Honors Thesis. University of Nebraska-Lincoln.


Copyright Ningzhi Luo 2021.


Amazon.com, Inc (Amazon) was founded by Jeff Bezos in 1994 as an online marketplace for books but later expanded to e-commerce, cloud computing, digital streaming, and artificial intelligence. This large variety of products and innovations has contributed to Amazon as one of the most influential economic and cultural forces in the world (Eugene Kim, 2018). This study would specifically focus on the e-commerce area and analyze Amazon's position in this market from an external and internal perspective by using three models: Porter's Five Forces, PESTEL, and the SWOT model. The report would identify Amazon's competitive advantages and the challenges it is facing in the industry. Potential recommendations discussed in the later section aim to maintain Amazon's leading position in the market and explore more possibilities for future growth corresponding with the COVID-19 pandemic.

Keywords: Amazon, E-commerce, Business, Performance, Analysis, Strengths, COVID-19