Abstract

This paper examines Amazon's strategic evolution from an online retailer into a global technology and information ecosystem. Using VRIO, SWOT, and financial analysis, it explores how Amazon leveraged data, cloud infrastructure, and platform integration to build a sustainable competitive advantage beyond retail. The analysis identifies Amazon's shift toward a dual differentiation strategy, combining broad differentiation in consumer-facing platforms with focused differentiation in enterprise services, enabled by innovations such as AWS, Prime, and recommendation systems, underpinned by large-scale data utilization. However, it highlights critical strategic challenges, including continued reliance on legacy revenue streams, strategic misalignment with Whole Foods' premium positioning, and intensifying competitive pressure in the cloud sector. Recommendations focus on integrating open-source software, expanding Prime penetration internationally, and divesting Whole Foods to refocus on higher-margin digital businesses. The paper concludes that Amazon's long-term success will depend on disciplined strategic alignment, continuous innovation, and sustained leadership in the global data-driven ecosystem.

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