Understanding a Business Model: Amazon Case Study
As a beginner investor, one of the most important skills you can develop is understanding a company’s business model. A business model explains how a company creates, delivers, and captures value, essentially, how it makes money from its operations.
Today, we’ll break down Amazon’s business model as a simple case study to help you understand how this global giant operates and why it’s so successful.
What is a Business Model?
Before diving into Amazon, let’s define a business model. A business model answers three key questions:
Who are the customers?
What value does the company provide to those customers?
How does the company make money?
A business model is a blueprint for a company's operations. It includes everything from the products or services it offers to how it generates revenue and manages costs. Amazon's blueprint is complex and fascinating, spanning multiple industries, such as e-commerce, cloud computing, logistics, and entertainment.
Amazon's Business Model: The Basics
Amazon is one of the most successful businesses in the world. And arguably in history. And it's business model is a big reason why. We can break it down into 5 components:
Value Proposition: What Does Amazon Offer?
Revenue Streams: How Does Amazon Make Money?
Cost Structure: What Are Amazon’s Expenses?
Customer Segments: Who Does Amazon Serve?
Distribution Channels: How Does Amazon Deliver Value?
Value Proposition: What Does Amazon Offer?
Amazon's value proposition centers around convenience, selection, and price. They create value for their different customers in different ways:
For customers, Amazon offers a huge array of products at competitive prices and fast delivery. Their services like Prime add even more value to customers with free perks like shipping (fast), streaming content, and exclusive deals.
For sellers, Amazon offers a platform for third-party sellers the ability to reach millions of customers globally. Their fulfillment centers, where sellers can store and ship their products using Amazon's logistics network, offer a clean, simple way for sellers to set up and operate their businesses.
Lastly, Amazon provides cloud computing services for business customers, which can help businesses like Netflix run their operations more efficiently.
Revenue Streams: How does Amazon make Money?
Amazon has a multitude of ways they can generate revenue:
E-Commerce
Marketplace fees
AWS
Subscriptions
Advertisements
AWS and subscriptions are the most profitable for Amazon, providing better margins. E-commerce and the marketplace drive the most volume and revenues and are Amazon's bread and butter. Advertisements are a new avenue of revenue for Amazon and have grown rapidly.
The two biggest drivers of revenue growth are AWS and Advertising.
Cost Structure: What are Amazon's Costs?
Amazon is a global business with big costs associated with its structure.
Infrastructure and Logistics tie up a lot of capital in the expenses of operating and maintaining the warehouses for selling of their retail products and third-party sellers. We also have to account for the costs associated with delivery.
Next, the technology behind AWS and the race for AI and Cloud computing take up many expenses. It is expensive to operate these businesses.
Finally, the creation of the content of Lord of the Rings, for example, costs a penny or two.
Managing these costs and expenses is part of the genius of Amazon's business model.
Customer Segments: Who Does Amazon Serve?
Amazon serves a wide range of customers, from individuals shopping for products to Prime Video users, AWS users, and third-party sellers on its marketplace. It also serves content creators such as authors, filmmakers, and developers via AWS.
Broadly speaking, Amazon covers a wide swath of commerce, giving them a wonderful moat.
Distribution Channels: How Does Amazon Deliver Value?
Amazon uses a mix of physical and digital channels to deliver its products and services:
Online Platforms: Amazon.com and regional websites.
Physical Stores: Whole Foods and Amazon Go stores.
Digital Channels: Prime Video, Kindle, and Audible for content delivery.
Why Does Amazon's Business Model Work?
Amazon’s business model works because it combines multiple key strengths:
Customer-Centric Approach: Amazon focuses on making the shopping experience as easy and convenient as possible. This builds customer loyalty and keeps people coming back. Jeff Bezos says, "It's always Day One."
Economies of Scale: Amazon’s massive size allows it to negotiate better deals with suppliers and spread costs across a large customer base.
Diversified Revenue Streams: Amazon earns money from e-commerce, cloud computing, subscriptions, and advertising, reducing its reliance on any single source of income.
Technology Leadership: Amazon invests heavily in technology, from AI-powered recommendations to its industry-leading cloud platform, AWS.
Logistics and Efficiency: Amazon’s advanced logistics network ensures fast and reliable delivery, giving it a competitive edge.
Amazon's diverse business segments and efficiency in delivering value drive shareholder value. That's a mouthful that tells us the company's diversity in revenue and efficiency in delivering value set it apart from competitors.
A Framework to Analyze Amazon's Business Model (Which You Can Replicate)
Here’s a simple framework to help you understand Amazon's—or any company’s—business model:
Start with the Value Proposition: Ask yourself, “What problem is this company solving for its customers?” For Amazon, it’s about convenience, selection, and price.
Look at Revenue Streams: How does the company make money? Amazon’s diverse revenue streams make it less vulnerable to market changes.
Understand the Costs: What are the company’s major expenses? Amazon’s investments in infrastructure and technology are key to its success.
Identify the Customers: Who are Amazon’s main customers? The company serves individuals, businesses, and content creators.
Evaluate Competitive Advantages: What makes the company stand out? Amazon’s scale, technology, and logistics give it an advantage over competitors.