Porter Analysis : A Business Strategy of Amazon.com Through a Value Chain and Comparative Advantage Analysis of Amazon's Trademarks and Intangibles

Amazon is considered the preeminent online retailer in the world. It operates in varying areas from robotics, movie databases, web services, audio books, food markets, etc. Its expansive reach is a matter of e-commerce highly dependent on the logos and Amazon trademarks, such as the Amazon smiling face, the Amazon logo, etc. The E-commerce industry falls into the category of internet and software services according to S&P's Industry Surveys on "Internet Software & Services". E-commerce can be categorized into two major segments on the internet: business-to-consumer (B2C) and business-to-business (B2B). Amazon.com falls into the B2C category, because Amazon's main target is consumers. Amazon is the largest online retailer in the world. But it operates with a great deal of competitors. Below is a chart of the main competitors Amazon deals with in the economy