The Use of Artificial Intelligence in the Field of Sales and Marketing

By Shivansh Bali

A7004619041

Bachelor of Commerce(Hons.)

Under the guidance of

Dr.Shobhit Goel
 AMITY UNIVERSITY UTTAR PRADESH LUCKNOW

DECLARATION

The Use of Artificial Intelligence in the Field of Sales and Marketing

I understand what plagiarism is and am aware of Amity University’s policy in this regard

I declare that

(a) The work submitted by me in partial fulfillment of requirement for

the award of degree B.com (H) assessment in this Company Report is
my own; it has not previously been presented for another
assessment.

(b) I declare that this Company Report is my original work. Wherever

work from other sources has been used, all debt for word data,
argument and ideas have been appropriately acknowledged and
referenced in accordance with the requirements of NTCC Regulations
and Guidelines.

(c) I have not used work previously produced by another student or any
other person to submit it as my own.

(d) I have not permitted, and will not permit, anybody to copy work with
the purpose of passing it off as his or her own work.

1
 (e) The work conforms to the guidelines for layout, content and style as
set in the Regulations and Guidelines.

Date: 25.04.2020

Name: Shivansh Bali

2
 STUDENT’S CERTIFICATE

Certified that this report is prepared based on the internal summer internship Project
undertaken by me on TOPIC

From15th April 2020 to 16th May 2020, under the guidance of Dr. Shobhit Goel

in partial fulfillment of the requirement for award of degree of B.com (H.) from Amity
University, Uttar Pradesh.

Date: ………………………..

…………………….. ………………………… …………………

Deepanshi Sharma Dr. Shobhit Goel Dr. Rohit

Kushwaha

(Student’s Name) Faculty ABS, Lucknow Director

ABS, Lucknow

3
 AMITY UNIVERSITY, Uttar Pradesh Lucknow Campus

SUMMER INTERNSHIP PROGRAM AND CONFIDENTIALITY AGREEMENT

This AGREEMENT is between the office of the register Amity University Uttar
Pradesh Lucknow Campus and _(Name of the student)_ a student presently studying at
the _Amity Business School, Lucknow_

The student named above desires to undertake internship / training program as intern
in the institute / Department / Center _ABS_(B.Com_H)_ Amity University as a part of
his studies. The competent authority of the institute where the student is presently
studying has officially recommended the student, confirming his antecedents, track
record and good moral character.

As University intern, I agree that:

1. I will use confidential information only as needed by me to perform my

legitimate duties as intern. This means, among other things that.
A. I will not seek confidential information for which I have no legitimate need to
know,
B. I will not any way divulge share, copy, release sell loan revise, alter or destroy
any confidential information except as properly authorized within the scope of
my internship:
C. I will not misuse confidential information or carelessly care for confidential
information; and
D. I will strive to protect the privacy of all confidential information that I come into
contact with.

4
 E. I will safeguard and will not disclose my access code or any other authorization I
have that allows me to access confidential information. I accept responsibility
for all activities undertaken using my access code and other authorization.
2. I will report to my Head / supervisor activities by any individual or entity that I
suspect may compromise the confidently of confidential. Reports made in good
faith about suspect activities will be held in confidence to the extent permitted
by law, including the identity of the individual reporting the activities;
3. I will be responsible for my misuse or wrongful disclosure of confidential
information and for my failure to safeguard my access code or other
authorization to access confidential information. I understand that I have no
right or ownership interest in any confidential information referred to in this
agreement. The University may at any time revoke my access code, other
authorization or access or confidential information. At all time during my
internship with Amity University, I will act in the best interests of PMC.
I have read and understand the above definition of “ confidential information “ I
agree that I will not at any time, both during and after my enrollment in University
Internship, communicate or disclose confidential information to any person
corporation or entity.

It is understood that any breach of confidentiality will result in immediate termination

of the internship and that a report of the breach will be made by the concerned Head of
Institution.

HAVE READ THE ABOVE CONFIDENTIALITY AGREEMENT AND AGREE TO ITS TERMS.

AGREED____Shivansh_______________________________ (SIGNATURE)

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Name- Shivansh Bali

(PRINTED FULL NAME)

_________________15.04.2020__________________(DATE)

Signature of Authorized signatory of the institution

(Institution deputing the students)

ACCEPTED

REGISTRAR

6
 FACULTY CERTIFICATE

Forwarded here with internal internship report on “The Use of Artificial

Intelligence in the Field of Sales and Marketing ” submitted by

Shivansh Bali Enrollment No..A7004619041.. student of B.com (H) 2nd Semester (2019-
22).

This project work is partial fulfillment of the requirement for the degree of Bachelor of
Commerce (Hons.) from Amity

University Lucknow Campus, Uttar Pradesh.

--------------------------------

(Faculty ABS)

Amity University,

Lucknow Campus

7
 ACKNOWLEDGEMENT

I would like to express my greatest gratitude to my project mentor Prof

(Dr)Shobhit Goel who has helped and supported me throughout my project. I am

grateful for his continuous support for the project, from initial advice in the early

stages of conceptual inception and through on-going advice and encouragement to

this day.

I also wish to express my gratitude to the officials and other staff members who

rendered their help during the period of my project work.

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 Table of Contents

Content

1. Declaration

2. Student Certificate

3. Confidentiality Agreement

4. Faculty Certificate

5. Acknowledgement

6. Executive Summery

7. Research Methodology

8. Literature review

9. Abstract

10. Chapter 1

- Introduction

- Scope of study

- Objective of study

- Limitations and problems

11. Chapter 2

- how Amazon uses deep learning to drive business

performance

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 - Use of Artificial Intelligence

- Amazon Web Services

- Amazon Prime

- SWOT Analysis

- Customer Awards

- Employee Awards

- Community Awards

12. Chapter 3

- Graph representing annual revenue of Amazon from

2004 to 2019

- Graph representing net revenue of 1st year quarterly revenue

from 2007 to 2019

13. Chapter 4

- Conclusion

14. List of References

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Appendices

Appendix A:The evolution of Artificial Intelligence

Appendix B:Amazon

Appendix C:Top competitors

Appendix D:Swot Analysis

Appendix E:Awards

Appendix F:The flywheel stratergy

Appendix G:Annual Revenue of Amazon from 2004 to 2019

Appendix H:Net Revenue of Amazon by 1st Quarter of 2007 to 1st Quarter 2020

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Executive Summary

This is an attempt to know the method of research through the summer internship

program.As a student of Amity Bussiness School,it is a part of study for everyone to

undergo summer project.So for this purpose,I got the opportunity to work on a

Company report under the guidance of Prof(Dr)Shobhit Goel.

In the first part of the report,the general information about Artificial intelligence

was collected.

In the second part of the report,the details of the company have been provided in

depth.

In the third part of the report,presentation of data and data analysis have been

provided.

In the fourth part,conclusion,Literature review and references have been provided.

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 RESEARCH METHODOLOGY

The process of data collection was initiated to support the following topic ‘The use of

Artificial Intelligence in the field of sales and marketing’. The research held with respect

to the concerned topic was a fundamental one. Numerous pieces of previous academic

research were studied and researched which took the form of a new one. It provides a

systematic and logical explanation into use of AI for boosting sales by Fortune 500

companies.

This paper briefly explains the way data is collected by the use of AI. It attempts to

explain how Amazom.com uses AI in their favour to boost it’s sales and marketing by the

of Flywheel Technology and many more.

In the following paper,we have discussed about:-

-The use of data of customers.

-The use of AI through recommendation engine,drone technology,Flywheel

technology,Virtual assistant Alexa,etc.

-Statistics of revenue before and after using AI.

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Using websearch engine like Google Scholar,JSTORE,Google books and many more

previous researches on similar topics were found and the content was applied and cited

as references. Blogs and pdfs were also referred.

Literature Review

The use of AI has helped amazon and similar companies to increase their sales and
revenue. Through key sources it is evident that Amazon was able to increase its sales by
use of AI. Amazon shared the way it uses AI to power E-commerce forecasting and it
showcased tylesnap an AI powered feature that lets shoppers take a photo of a piece of
clothing and finds similar items for sale. It also revealed a new fulfillment centre robot
called pegasus and xanthus as well as a new drone for commercial deliveries. To stay
connected to their customers in their home, Amazon revealed how it drives forward
conversational AI Alexa. Amazon also introduced Amazon prime web services which
includes same-day delivery of products and special offers to the subscribers,Amazon
Prime recommendation engine.The above information was gathered from previous
research papers and sites which helped in proving the boost of sales with the help of AI.
We saw that net profit for the global E-commerce business in the last recorded year was
280.5 b$ up from 177.86b$ in 2017.

Through this research paper we came to a conclusion that users leave traces of their data
and this data is the main base of AI because this data is used to do further tasks to boost
sales and marketing.These tasks include harvesting precious data and through deep
learning drive business performance.

For further research figures,statistics, deep analysis of amazon,upcoming developments

in AI,Usage of AI by other companies for the broader idea of the topic.

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 Abstract

This research paper aims to discuss the importance of Artificial Intelligence.The

advantages of AI will be looked into,with the company Amazon at it’s focus.The ways by

which Amazon drives customers to increase profits will be thoroughly researched.

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Chapter 1

Introduction

Sir John McCarthy is known as the Father of Artificial Intelligence who led the

development of the concept of Artificial Intelligence as an Artificial Intelligent system

that possess human-like capabilities to generally solve problems rather than to solve them

within a limits. At Carnegie Melon University he did the first demonstration of an AI

algorithm. He later discovered, in 1929, the List Processing Program (LISP). There are

many other definitions of AI such as Davis' Definition that there are certain tasks we are

performing in our unconscious mind such as decoding a verbal language, translating it

into data and speaking, but these tasks are very challenging to program on a computer.

The Evolution of Artificial Intelligence:

Simulated intelligence is completed by concentrating how the human mind functions

while getting the hang of, thinking and critical thinking and afterward utilizing the

aftereffect of this information as a reason for enhancing and creating brilliant

applications, programming, machines, and robots. Some driving analysts have prompted

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that it isn't helpful to examine the human mind and its capacity to comprehend machine

insight in light of the fact that the multifaceted nature of the human cerebrum is

tremendous and to impersonate those things in a PC will never be conceivable. Then

again, a few analysts have celebrated their approach to challenge the human cerebrum

against a machine.

The most widely recognized model is PC chess gaming. The most loved chess game was

grown soon after the prologue to current PCs and consistently the engineer has chipped

away at it to improve the manner in which it can challenge an expert chess player. The

present Artificial Intelligence is known as Narrow Artificial Intelligence, or it is some of

the time called Weak Artificial Intelligence since it can just play out specific errands that

are modified in its practical band, for example, Voice Recognition, driving a

computerized vehicle that needn't bother with a driver or human knowledge. Anyway

the significant thing is machines can beat Humans in some specific assignments, for

example, playing Chess or tackling Mathematical conditions.

There are a lot of uses accessible on our Smartphones or PCs which can settle conditions

in a flicker of an eye.

Progressions in innovation have helped organizations to make new open doors for

arriving at clients. Computerized reasoning (AI) is perhaps the best innovation within

recent memory. That is making a buzz in the advanced space. Its potential for

advertising and narrating will help change the manner in which individuals cooperate

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with data administrations and brands utilizing AI in the field of business to business

showcasing and deals.

The universe of business to business showcasing and its future is ready to be tried by

Artificial Intelligence. A portion of the undertaking mammoths, through keen AI

innovation fear full computerization of advertising developments. Be that as it may, the

impact of AI controlled robots in numerous client assistance ventures avowed that human

force alone won't be utilized to comprehend client subtlety completely.

Digital Marketing As We Know:

Top showcasing influencers think that its impossible that publicizing will come back to

old long stretches of print media promoting, distinctive bulletins and rehashed notices on

radio and TV slots, or even way to - entryway physical appearances. Advanced

showcasing is on the ascent and online deals have multiplied over the most recent five

years.

Research shows that, roughly 70% of US residents like to shop on the web. Furthermore,

all out income age from online promotions has surpassed that of TV, work area and paper

advertisements.

Such constant measurements feature how clients (B2B or B2C), are making their online

presentation an indissoluble piece of their lives. This is additionally an indispensable

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marker of how advertisers earnestly need to move their emphasis on growing all the more

remarkable pre-deals systems to use the potential open doors offered by present day

strategies for B2B showcasing.

Notwithstanding, all the endeavors of web based showcasing efforts rotate around how

much organizations esteem the information drawn from their ordinary client connections

and client support commitment. Certain components associated with the information the

board procedure represent the deciding moment the ultimate result. So how would you

approach controlling information that talks about client venture?

Challenges in Harvesting Precious Data:

B2B showcasing space must be loaded up with concentrated endeavors to find out about

their clients so as to meet each moment necessity of business clients and arrive at most

extreme acquisitions. Through online snaps and searches, live battles, talk and email

correspondence, site visits and buy choice, every individual deserts a plenty of data.

Heap information like this requires a high-bore, computerized framework like AI that can

compose, process and make ground-breaking understanding subsequent to finding out

about client attitude, socioeconomics and conduct.

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In light of an absence of legitimate range of abilities, organizations regularly miss

understanding as information gathered is discarded or blundered or thought about

repetitive – bringing about poor advertising system for pre-deals.

Consequently, the greatest test while collecting and preparing client cooperation

information is having an exact technique to make exact translation of it. Nonattendance

of a wise AI framework makes important information irrelevant and computerized

advertising erratic, costing lost financial plan on investigation.

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Scope of study

The research provides an analysis on the use of Artificial Intelligence in the field of Sales

and Marketing to prove its utilization for maximizing profits of companies such as Ebay,

Kia Motors etc.

Objective of study

The use of customer behavioral patterns and user information through use of cookies to

display particular advertisements to the individual for generating sales will be looked

into.

It will compare sales generated post usage of Artificial Intelligence and before it, thus

affirming the advantages of Artificial Intelligence.

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Chapter 2

Amazon

Using Deep Learning to Drive Business Performance

Jeff Bezos established Amazon as an online book shop, however actually he could have

sold anything. His principle center was building up an innovation organization that could

command during the anticipated blast in online retail, which he saw coming. Today

Amazon is a global online business line and the world's driving distributed computing

supplier, making it the third most significant open organization in the United States. Past

its course retail in cloud business the organization additionally has a distributing

business, of film and studio activity, and produces customer items, for example, Kindle,

E-Readers, fire tablets and TV sticks just as the Amazon Echo.

Amazon has utilized prescient examination since those most punctual days during the

1990s. It has experience conveying these frameworks over its whole business-from its

renowned proposal motors to enhancing the courses of robots working in its request

satisfaction focus.

Be that as it may, the developing intensity of AI has made the online retail monster

reconsider each part of its activity since the beginning of the present decade. Not content

with only contending with Walmart and Target for the retail showcase, it has consistently

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situated itself as an opponent to Google, Facebook and Apple, looking for authority in the

tech circle.

This implied executing profound learning innovation in its center administrations, just as

venturing into new zones, for example, home mechanization with its Alexa - controlled

Echo gadgets and without cashmere retail locations.

Looking forward, Amazon has fantastic plans including mechanized conveyance rambles

and "expectant transportation", which will endeavor to guess what you might be thinking

and boat items to you before you even request them!

How does Amazon use Artificial intelligence?

Amazon spearheaded the proposal motor - web crawlers intended to sell us things - which

has been the center of its business procedure since the beginning. Over the years, the

examination in the background has gotten increasingly complex yet it has gotten

consistently worked by portioning clients as indicated by the information it gathers about

them, demonstrating their conduct and coordinating them with things mainstream with

other people who fit a comparable example.

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In mid 2014, the organization started the single greatest redesign of its suggestion

framework to date, at that point it began to actualize profound learning calculations into

its forecast instrument. The profound learning is currently incorporated with a

considerable lot of the destinations highlights, which are intended to foresee the client

with an increasingly customized shopping experience, for example, its " every now and

again purchased together" and " client purchased this additionally purchased… "

proposal.

Profound learning utilizes profoundly layered neural systems that imitate human minds in

the manner they gain from the information that goes through them. These calculations

are equipped for adjusting to turn out to be progressively effective at spotting examples

and connections in information, for this situation Amazon value-based and client social

information they presently power Amazon proposal motor similarly as they do google

look, facebook channels and netflix film recommendations like its opponent for the tech

crown.

Another key use at Amazon is found in its satisfaction communities - where distribution

centers where the a great many clients orders set regular are picked and pressed by people

working close by refined, AI-controlled robots. As robots can work in far more tightly

conditions than people, this activity assists Amazon with amplifying the space accessible

for stock in its distribution centers, expanding income as requests can be filled all the

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more rapidly. One hundred thousand of these robots are as of now conveyed in Amazon

satisfaction bases on the world.

Amazon Alexa

It is odd to think that when Amazon first introduced in 2015, the AI powered personal

home assistant device almost looked like a novelty. As of 2018, they're a feature in 60

percent of US homes and that figure looks set to rise as Amazon continues to improve,

refine and market their devices along with Google.

Amazon's innovation was to recognize that not the technology itself, which had evolved

to the point that it is more than capable of assisting with simple domestic tasks, was the

main factor restricting AI adoption in the home. It was the interface itself- while

smartphones have become increasingly useful, they are often not as user-friendly as, say,

a light switch, or a book of recipe.

Echo made it easy for us to connect with mobile devices using our voices as well as a

convenient portal for instant information, or to play background music as we go about

household chores.

The accuracy with which our voice commands can be interpreted is due to Amazon

implementing deep learning within its algorithm for the natural language. Neural

networks are used to detect "wake word" users, which tells the device to start listening

and interpreting a command as it processes voice commands, making it effective in

understanding how people use spoken language in nuanced ways.

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Amazon Web Services

Much like its Google and Alibaba rivals, Amazon is offering cloud-based computing

services under the Amazon web services brand to its business customers. This has

integrated machine learning technology in recent years into its portfolio ensuring

company can -hire AI technologies at a fraction of the cost of developing its own

infrastructure.

Has become a key business strategy for Amazon with the race to implement AI among

businesses in all sectors offering tools to help smaller businesses succeed. After all, as

the old adage goes, those who sell the shovels are the ones most likely to get rich out of a

gold rush!

AWS provides access to core machine learning technologies, such as natural language

processing and computer vision, as well as tools that can put them into using unstructured

voice or video data to extract actionable insights.

Amazon Prime

It is one of the biggest streaming sites that is currently available on the internet. It

contains thoisands of original web series and movies that Amazon has a copyright and

any other movies. Its competitors are Netflix, HBO, Hotstar etc.

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Amazon Prime Air

One of the more ambitious ventures at Amazon includes carrying out airborne drone

fleets to deliver deliveries directly to our homes. When it was announced in 2013,

Amazon 's mission was to make deliveries within 30 minutes of a customer placing an

order.

Amazon’s Organisational Structure

Amazon.com Inc. has a functional organizational structure. This structure focuses on

business functions as bases for determining the interactions among components of the

organization. The following characteristics are the most significant in Amazon’s

corporate structure:

1. Global function-based groups (most significant feature)

2. Global hierarchy

3. Geographic divisions

Global Function-Based Groups:

The strongest characteristic of Amazon's organizational structure is the function-based

groups. Every major business role has a dedicated group or team, together with a senior

executive. The strategic aim of providing this systemic feature is to enable Amazon.com

to promote effective management of e-commerce operations within the entire

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organization. Considering its ongoing global expansion, the company grows through

this feature of the corporate structure in terms of ease of establishing operations in new

markets, as shown in Amazon.com Inc.’s Generic & Intensive Growth Strategies. The

following are the major function-based groups in Amazon’s organizational structure:

1. Office of the CEO

2. Business Development

3. Amazon Web Services (AWS)

4. Finance

5. International Consumer Business

6. Accounting

7. Consumer Business

8. Legal and Secretariat

Global Hierarchy:

Hierarchy is a characteristic of traditional structural organisation. These characteristics

are reflected in the case of Amazon.com Inc. in terms of a global network of vertical lines

of command and control that affect the online retail firm. For example, the orders of

senior managers extend across the organization, affecting all of the company's related

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offices worldwide. The strategic objective of this feature of the corporate structure is to

facilitate managerial control of Amazon’s entire organization.

Geographic Divisions:

The layout of Amazon's organization also comprises regional divisions. Groups are

based on the geographic regions and related business goals in this structural

characteristic. Amazon.com Inc., for example , uses regional divisions to promote the

management of e-commerce activity based on the economic conditions of other areas.

The strategic objective in having this characteristic of the organizational structure is to

enable the company to address issues or concerns relevant to each geographic region,

considering differences among regional markets. Amazon has a simple approach for this

structural feature, involving the following geographic divisions in its operations:

1. North America

2. International

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Top Competitors

Amazon has a revenue of 296.3B.The top ten competitors of Amazon are:

Company name Revenue(in $)

1. Walmart 524 B

2. Ebay 10.8B

3. Alibaba 21.1B

4. Google 160.7B

5. Microsoft 138.7B

6. Sales force 17.1B

7. Oracle 39.8B

8. Apple 268B

9. Sony 82.6B

10. Flipkart 6.2B

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SWOT Analysis

The following strengths underpin Amazon's success and continuous growth:

1. It has a strong brand name.

2. Diversification of the companies is small and rising

3. It has high potential for rapid technology advancement, especially in online services

Amazon.com Inc. is the biggest internet shopping business on the planet. Part of that

strength is

Responsible for the accelerated growth of the company, in particular at the ear

Early years, given customer awareness and faith in the company. Moderate enterprise

diversification is also one of the strengths of this Amazon SWOT analysis. For example ,

the company now operates as a consumer electronics provider, online retail services,

brick-and - mortar (non-online) retail services, private label goods and IT services

including Cloud computing, and other facilities. Such complex activities are

complimentary and make a strong rival to Amazon.com Inc. In addition, the high

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potential for rapid technical advancement enhances the company, at least technically, in

terms of its ability to adapt to trends. These internal considerations in this dimension of

SWOT analysis help company growth towards Amazon's corporate mission and vision

goals being accomplished.

The most significant weaknesses are:Imitable business model

1. Limited penetration in developing markets

2. Limited brick-and-mortar presence

The Amazon.com Inc. has an easy-to-imitate business model. Other companies , for

example, can set up e-commerce websites which sell just about anything. This internal

factor is a weakness in the SWOT analysis framework which creates opportunities for

other firms to impose greater competition on the e-commerce giant. The limited

penetration of Amazon in developing markets is also a weakness that prevents businesses

from benefiting from those markets' high economic growth rates. On the other hand, the

small availability of brick and mortar at the company is a threat to the non-Online market

is expanding rapidly. However, following its purchase of the Whole Foods Business,

Amazon is well on track to expand its non-online operations. Ultimately, the internal

variables in this dimension of the SWOT analysis provide the organization with

difficulties, especially in terms of development in existing and emerging e-commerce

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markets.Addressing these problems will require improvements in Amazon's operational

framework and architecture, as well as related strategic planning and management

adjustments. In this case, Amazon will have the following chances:

1. Growth in developing markets

2. Expansion of company in the brick and mortar market

3. New collaborations with other firms,especially in emerging markets.

Amazon has a shot of entering emerging economies. This move should establish the

presence of the company before other large e-commerce firms take root and thus give the

advantage of a stronger competitive edge. There is an opportunity to improve the brick-

and - mortar activities of the business with respect to the deficiencies found in this

SWOT review by Amazon.com Inc. This external factor refers, in addition to existing

Amazon Go stores, to the potential increase in revenue that comes with establishing a

stronger presence through more brick-and - mortar stores. In addition , the ability to

establish new alliances with other businesses is an additional competitive element the

organization may take advantage of to extend its presence in the global e-commerce

market. Partnerships with corporations with a clear corporate citizenship reputation will

also strengthen the impact of the corporate social responsibility approach and stakeholder

engagement initiatives by Amazon. Those external factors should be used by the

organization to boost customer penetration and sales. So this dimension of the SWOT

study shows that given rising market penetration, Amazon will continue to expand.

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The following threats in its industry environment:

1. Aggressive competition with online and non-online firms

2. Cybercrime

3. Imitation of business model and products

Rivalry is one of the biggest challenges to Amazon.com Inc. including, among others,

rivalry to firms including Walmart, Home Depot, Costco Wholesale, eBay, Apple,

Twitter, Microsoft and Netflix. This global strain reflects corporate management issues in

the consumer electronics, banking, e-commerce, digital information delivery online and

cloud-based industries Software, and programs related to information management.

Cybercrime is also applicable to the Amazon.com Inc. SWOT study. Cybercriminals are

targeting the company's protection and reputation, as well as customer trust.Amazon.com

Inc.'s PESTEL / PESTLE review describes this problem as one of the technical

developments that impact the market. Another challenge is competition, an external

consideration that may reduce market share and brand awareness for the e-commerce

business. The marketing combination of Amazon or 4P helps tackle the detrimental

effects of this threat. Overall, the external structural considerations raised in this

dimension of the SWOT review contribute to the need to implement better steps to

strategically resolve the risks in the business environments of e-commerce, banking,

consumer electronics , household products, and information technology services.

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Customers

● #1 US Customer Satisfaction Index Internet Retail Category, 2020, ranked in the

top 10, 11 years in operation

● #1 BrandZ Worthiest Global Brand, 2019

● #1Values The Most Trustworthy Brands in America, 2017-2018

● #1 Most Successful Brand in the Brand Finance World, 2018

● #1Forbes 50 Most Committed Businesses, 2017

● #1The Most Trusted Fortune 100 Company, 2016

● #2 The Most Admired Businesses of Fortune World 2017-2020

● #2 Morning Consult: Most Trusted Brand in America, 2020

● #2 Just Money Group 100: Internet Shopping, 2019

● #2Most Creative Firms, Boston Consultancy Company, 2019

● #2 The Harris Poll Credibility Quotient, 100 Most Recognizable Firms, 2019,

placed in the top 10, 11 years in service. Test the blog post here.

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● #2 Top Impressions Rating by YouGovUS for U.S. Women Shoppers, 2019

● #2 YouGov Brand Index Ranking for US Health, 2017-2018

● #2 Fordham University’s American Innovation Index, 2018. Read more about the

American Innovation Conference

● #2 Reputation Institute US RepTrak® 100 Most Highly Regarded Companies,

2017

● #5 Fast Company World’s Most Innovative Companies, 2017-2018

● #5 Forbes World’s Most Valuable Brands, 2016

● Most Loved Brand in America by Morning Consult, 2019

● American Foundation for the Blind Helen Keller Achievement Award, 2019

● Marketplace Innovator of the Year Disability:IN Inclusion Award, 2019

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Employees

● #1 Drucker Institute Best-Managed Company, 2019

● #1 Morning Consult Most Admired Employers, 2018

● #1 LinkedIn Most Popular Jobs and Companies for US College Grads, 2018

● #1 Drucker Institute 250 Most Effectively Managed US Companies, 2017

● #2 YouGov BrandIndex "Where Women Want to Work," 2018

● #3 LinkedIn Top Company U.S. Edition, 2019—Check out the blog post

● #3 YouGov BrandIndex Workforce Rankings, 2019

● Top 10 Forbes Global 2000: World’s Best Employers, 2018-2019

● Universum list of Most Desirable Employer for Students: #3 for Business

students, #4 for Computer Science students, #9 for Engineering students, 2019

● Forbes Best-In-State Employer in 20 states, 2019. Ranked top 10 in Connecticut

and Nevada

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Lists & accolades

● Fast Company's Best Workplaces for Innovators, 2019

● Perfect score on Human Rights Campaign Foundation Corporate Equality Index,

2018-2020

● Named Best for Vets by Military Times and VETS Indexes, 2018, 2019

● Comparably list of Best Companies for Professional Development, 2018

● Secretary of Defense Employer Support Freedom Award, 2018

● Hiring our Heroes Robinson Post-9/11 Veteran Employment Award, 2018

● Disability Equality Index Best Places to Work for Disability Inclusion, 2018

● NAACP Equity, Inclusion and Empowerment Index, 2018

Community

● Year Up Collective Opportunity Award for Puget Sound, WA, 2019

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● PG&E Green Award in recognition of innovative green leadership through

PG&E's environmental energy saving programs in San Joaquin County,

California, 2018

● Solar Energy Industries Association Solar Business Report: #1 for most corporate

on-site solar installed in 2018 and #2 for total amount of solar installed to date,

2019

● Downtown Seattle Association City Maker Award, 2017

● South Lake Union Chamber of Commerce Excellence in Business Award, 2014

39
Future Prospects

This SWOT analysis shows that the operations of Amazon may continue to grow,

depending on the market environment opportunities as well as the strengths of the

organization. For example , the corporation can grow by expanding into new e-

commerce markets , particularly in developing high-growth economies. The weaknesses

and threats identified in this SWOT analysis, however, require that Amazon consider

revising some of its strategy. Today , the company remains powerful as one of the

world's leading technology firms. It's recommended that Amazon.com Inc. address the

external and internal factors in this SWOT analysis continue to diversify the market to

further protect itself against sector-specific threats. Another advice is to build new

alliances to expand customer penetration and improve Amazon 's global business

activities and associated strategic challenges

How Amazon used Big Data to Rule E-Commerce

In order to make decisions, stimulate purchases and please customers, the brand often

taps in big data. Here are some reasons why Amazon and big data plans often come up in

discussions about why businesses are thriving.

40
It Implements Dynamic Pricing to Stay Competitive

When retailers used big data more often for pricing adjustments, customers usually saw

the same everyday price for products, no matter how many times they visited a website

prices often change regularly. Another explanation is that a person's ability to buy is

determined by big data systems. An example of this outside of Amazon applies to plane

fare and hotel room costs. If people review tariffs and rates several times for the same

destinations, they may find that prices are slowly increasing — or at least shifting. This

strategy is called competitive pricing, which is being used vigorously by Amazon. The

organization is adjusting commodity prices about 2.5 million times a day, which means

typical inventory changes cost every 10 minutes. It can evaluate issues ranging from

product prices to available inventory, and make educated decisions about how much

products will cost, due to the vast quantities of data the organization has.

It Screens Purchases and Return Requests for Signs of Fraud

The top-notch status of Amazon in the world of e-commerce makes this a frequent target

for retail fraud. The business gathers over 2,000 historical and real-time data points for

each purchase, and uses machine learning algorithms to identify transactions with a high

41
probability of fraud. This system stops millions of dollars worth of fraudulent

transactions each year. Due to Amazon’s proactive approach, and big data

algorithms tweaked to meet precise needs, the company can also scrutinize

suspicious return requests. For example, if big data shows a person has

returned an unusually high percentage of things over the past few months, the

company might investigate further.

It Encourages People to Buy More With Each Order

Amazon's product reviews are perhaps the most common to daily consumers of big data

apps. This operates by providing consumers with similar objects that are focused on

things they have already ordered in their carts or merchandise. Then, with Amazon's

release Personalize, the company provided developers with an easy-to-use and highly

flexible platform that offers users suggestions in almost every area. Others could tap into

Amazon's technology showing its customers merchandise options ranging from clothing,

food and more. When Amazon can successfully appeal to customers with custom picks

and make them want to spend more, business profits are rising and people get the

perception that Amazon is a place where they can buy virtually anything they might need.

It Uses Data to Change Physical Stores

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Amazon Go, the cashless convenience store service of the company, is still depending

heavily on data to make it work. Sensors sense which products people pick up to

purchase, and cameras make sure shoplifting attempts don't make shoppers succeed .

While the company hasn't gone into depth on the data it receives from Amazon Go

shoppers and why, it's possible that the retailer will use the data to boost its shops. For

starters, if cameras were showing people with baby strollers having trouble walking the

aisles, Amazon could make them broader. Alternatively, if sales statistics show vegan-

friendly goods are selling extremely fast in a certain region, more of those products may

be purchased to satisfy consumer demands. It relies on Managed Fulfillment Centers

Details Amazon calls "fulfillment centers" to its warehouses. One of the most contentious

applications applies to crunching data on productivity and automatically issuing alerts to

the workers that they are too sluggish. Nevertheless, Amazon also uses data to track

which products consumers most often purchase and if the stock runs low. The company

already has a patent on what it is called "anticipatory delivery."

43
The Flywheel Strategy

44
Fig1. What does that approach refer to enterprises? The "flywheel effect," often referred

to by Amazon as the "virtuous loop," reflects a concrete means of attracting traffic to the

website.

Breaking Down the Amazon Flywheel

"Lower costs have contributed to more trips from consumers. More customers

increased the sales volume and the site attracted more commission-paying third-party

sellers. That allowed Amazon to get more out of fixed costs, such as the fulfillment

centers and servers required to operate the site. This increased efficiency then allowed it

to further lower prices.. Feed any part of Amazon's flywheel model essentially centers

around price value. The lower and more competitive the prices, the more attractive the

products are for prospective customers, propelling more third-party sellers and brands to

want to sell on the market. This stakeholder infusion enhances the large and diverse

product range of Amazon — which serves as a strategic differentiator toward competing

marketplaces — and helps to bring down prices, further promoting improved consumer

loyalty and conversion. With the growth that accompanies a rich user experience, the

opportunity arrives to minimize cost burdens and at the same time delivering cheaper

45
prices for customers and investing resources into innovative projects that Amazon needs

it means continually enhancing its Prime Products, as they claimed, such as.is flywheel,

which will speed up operation.

Chapter 3

Annual Revenue of Amazon from 2004 to 2019

46
Graph 1. The time series reveals the net income of Amazon.com's e-commerce and

business revenues in the billions of US dollars since using AI from 2004 to 2019. Net

profit for the global e-commerce business in the last recorded year was US$ 280.5

billion , up from US$ 177.86 billion in 2017.

Net Revenue of Amazon by 1st Quarter of 2007 to 1st Quarter 2020

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Chapter 4

Conclusion

The study confirmed AI is being implemented in many marketing and sales areas. Based
on it, commercial applications leverage all five AI areas: image recognition, text
recognition, decision taking, voice recognition, and autonomous robots and vehicles.
While the first three are used widely in marketing, the instances of voice recognition
practice are uncommon and established on a wide scale by the largest tech companies
such as Amazon, Google , Apple or Microsoft.Similarly, autonomous vehicles and
robotics aren't such a regular solution, because this field is far more related to Industry
4.0 than marketing mix product design. AI in marketing appears to be applied at the
organizational level at present, typically as one-time programs or events. This may result
from the fact that we are dealing with the first instances of the practical application of AI,
and the companies are careful to implement and experiment with this new technology.
The costs of developing new concepts and the uncertainty about the outcome of their
implementation may also affect the caution in putting those innovations into practice.
Such developments inevitably influence the operation of marketing teams and
organizations. Above all, it needs marketing departments to incorporate new roles and
skills, i.e. people with the right knowledge of AI , data science and expertise in
developing and implementing new solutions. It also involves managing a new model of
collaboration with entities offering advanced AI solutions and achieving a synergy effect
on AI and other functions.

48
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