Amazon marketing strategy and customer loyalty

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Amazon in the bid to approach and dominate the consumer market has gone further to establish and create fulfillment zones, Amazon Prime and Amazon Fresh. AmazonFresh is a grocery service and one of the subsidiaries of Amazon as American e-commerce Company. AmazonFresh has been rolled out into the consumer market gradually, “by targeting specific metropolitan areas and through striking partnership deals with local specialty stores for the delivery of local items” (Beck, 2011). On the hand, Amazon Prime is more of a membership program that gives customers access to music, streaming videos and a variety of other consumers based services and deals. In consequence, consumers who are staunch customers of Amazon find Amazon Prime to be a no-brainer. Finally, the fulfillment centers set up by Amazon focus on investing on the company's fulfillment and logistics capability so that its sellers can be empowered to serve customers at relatively low costs.

First of all, through the various marketing strategies and elements, Amazon has managed to...