Amazon Strategic Audit

Authors

Trinity L. Hansen, University of Nebraska - LincolnFollow

First Advisor

John Kalu Osiri

Date of this Version

5-2025

Document Type

Thesis

Citation

Hansen, T. 2025. Amazon Strategic Audit. Undergraduate Honors Thesis. University of Nebraska-Lincoln.

Comments

Copyright Trinity Hansen 2025

Abstract

Amazon.com, Inc., also known as Amazon, is a global e-commerce company that provides online retail, digital streaming, and cloud services. Since 1995, Amazon has grown to encompass a variety of diverse markets while maintaining leadership and competition in each. Although Amazon competes in several industries, this strategic audit mainly focuses on its pivotal role in the e-commerce industry and how Amazon has maintained its competitive advantage over the years. This report will start by overviewing Amazon’s history and business model and exploring the e-commerce industry overall and the various competitors in Amazon’s e-commerce market. Diving deeper into Amazon's competitive analysis, this report utilizes PESTEL Analysis and Porter’s Five Forces to analyze the competitive atmosphere further. This report also analyzes Amazon’s strategy, competitive advantage, and challenges while looking ahead to Amazon's future. Finally, this report discusses the “blue ocean” strategy, how Amazon utilized it in the past and present, and how it can implement another blue ocean strategy today.