Amazon is a Fortune 500 e-commerce company based in Seattle

Amazon is a Fortune 500 e-commerce company based in Seattle, Wash. It has the distinction of being one of the first large companies to sell goods over the Internet. In 1994, Jeff Bezos founded Amazon, which launched the following year. Amazon considers itself a completely customer-centric company. In fact, Amazon has described itself as “customer-obsessed.” The company really believes that if they do not listen to the needs of customers, it will subsequently fail. Amazon has stated that it wants to take advantage of any opportunity that presents itself to the company during a time of unprecedented technological revolution. Amazon’s generic corporate strategy can be described as “concentric diversification” which is based on leveraging technological capabilities for business success and following a cost leadership strategy aimed at offering the maximum value for its customers at the lowest price in addition to wrapping its business around the customers wherein they find Amazon to be the go-to portal for their online shopping needs. The way in which Amazon has leveraged technology as a source of competitive advantage and reaped the benefits of the economies of scale in addition to leveraging the synergies between its internal resources and external drivers has spawned many rivals who aim to imitate and better its business model.
The introduction of a new product to any market a company must seek to consider what will be their competitive advantage, how will the company achieve product differentiation and ultimately how will the compete against the products of other companies. It was on September 28th 2011 that Amazon introduced the Kindle fire and Jeff Bezos referred to the device as “the culmination of the many things we’ve been doing for 15 years.” The product was generally assumed to have entered the market at cost or loss leader which proved to be a risky strategy but could be considered a method to earn vital market share in the initial stages.
Product positioning proved to be a cause of concern for Jeff Bezos due to the similarity in specifications and functionality among their rivals the iPad and the B;N Nook tablet. It is my belief that the Kindle Fire should have