Amazon Mission and Vision Statement Analysis

The mission statement of Amazon is “We strive to offer our customers the lowest possible prices, the best available selection, and the utmost convenience.” The statement clearly outlines what the customers should expect from Amazon – services that go beyond meeting their needs. It targets offering the customer the best offers on three shopping factors that include the pricing, variety and personal satisfaction. Based on this, this statement has the following components:

  • Affordable prices. Amazon strives to be a company that cares about the spending of its customers. It does this by giving its customers the lowest prices without compromising on the quality of the products that it showcases. In fact, the attractiveness characterizing Amazon across the globe comes down to this element. In fact, there are no much variations even when making overseas orders as shown by the affordability of the global shipping rates displayed on the website of the company. Amazon has also gotten this right through its online marketing model that ensures its costs of operations stays at the minimum enabling the company to offer these competitive prices and services.
  • Varied selection. To satisfy this characteristic in Amazon’s mission statement, the management diversifies the range of services and products for the customers to shop. The presence of these products is one of the major reasons Amazon has gained popularity as a place where one can find virtually everything and with ease. Essentially, there is no limit, its selection is simply limitless.
  • Top convenience. Amazon prioritizes on the online shopping experience. It understands that this is the most appropriate ways for clients to access whatever they want, and at the comfort of their homes. To add to how the company meets this component, Amazon collaborates with reliable stakeholders to ship all the orders of its customers fast, irrespective of their location.


Online retailing is a business where only the best firms thrive for decades due to the ever-changing landscape, and Amazon has proven that it belongs in this class – a resilient and persevering business with a constant growth against all other odds.

Since 1994, Amazon has been at the helm of its operations attracting a massive client base across the globe, due to the strategic set up of its mission and vision statements. Amazon business approach is also a definite, with the management keen on ensuring everyone remains within the provisions of the mission and vision statements of this company.

Ideally, the vision statement of a firm shapes the direction the company wants to follow and be in over a specified duration. Amazon vision statement focusses on dominating at the global level while giving its customers worthwhile shopping experience.

The mission statement theoretically gives the steps that the company considers feasible and applicable to achieve this vision. In this case of Amazon, the mission statement is all about the attractiveness of the overall service that the company has in store for its clientele.

Particularly, Amazon points at the affordability and other customer-friendly elements that distinguishes the company. The success of the model adopted by this establishment highly depends on the mission and vision, together with the core values, which are fundamental to the running of the operations of this company. Based on the wide range of products that Amazon deals with, these values come in handy to ensure the firm does not compromise or deviate from the expectations of its mission and vision statements.

NAME Amazon, Inc.
STATUS Public Independent Company of NYSE
INDUSTRY SECTOR eCommerce, Cloud Computing

Vision Statement

Amazon vision statement is “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.” The vision statement revisits the desired reputation it wants to achieve as that of being a destination where all customers in the world feel satisfied and care for in all ways. In relation to this, the following components can be related to this vision statement:

  • Customer-centric company. Based on the business culture cultivated by Amazon, the customer takes the front seat in the order of importance. For example, as a show of how much the company looks to impress its customers, it incorporates occasional impressive deals and promotions as indirect rewards to customer loyalty. Amazon also considers the friendly services and easy to navigate sites as an indication of how it meets the needs of this first characteristic in its vision statement.
  • Global presence.  As an e-commerce company, Amazon strives to have the largest influence on the market at the global level. The strategic approaches of the company directly link to the progressive expansion efforts Amazon considers a priority. It explains why the firm includes the term ‘be Earth’s’ as a reminder of the extent to which the company wants its impact to be felt.

Core Values

Amazon core values include “customer obsession, ownership, invent and simplify, are right, a lot, hire and develop the best, insist on the highest standards, think big, bias for action, frugality, vocally self-critical, earn trust of others, dive deep, have backbone, disagree and commit, and deliver results.” Well, Amazon features a long list of values to guide the operations of its business. Several key values can, however, be singled out to have the greatest impact among this list:

  • Customer obsession
  • Invent and simplify
  • Hire and develop the best
  • Deliver results
  • Earn trust of others

These values are representatives of the many that Amazon considers important as part of the organization culture. Amazon lays emphasis on the need to put the customer first, a factor that drives the desire to treat them to the best services. It is a value closely linked to the motivation of the employees to be inventive in what they produce and showcase to the clients. It is the push behind Amazon’s emphasis on going for best-talented individuals with a passion for e-commerce. The company associates this with the potential for a person to become the best when it comes to satisfying the needs of the company to deliver nothing short of top results. Amazon also understands that all these aspects can only become a reality through pooled efforts supported by trust between its different players as shown in the last value.


Amazon’s slogan is: Work hard. Have fun


Amazon’s main headquarters is in Seattle, Washington, United States

Amazon Mission Statement History

Amazon mission statement remains unchanged through 2020 and 2021


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