(1) product strategy

Amazon is the largest e-commerce website selling books, CDs, electronic products and toys online in the United States, with 4.7 million products. According to the different types of goods sold, it is divided into three categories: books, music and film and television products.

Each category has a special page, and it is easy to see the contents and messages of other pages in each page. In addition, on the homepage of Amazon Bookstore, there are authoritative book reviews, thus providing a high-quality consumer experience and making customers feel immersive.

(2) Pricing strategy

Compared with traditional commerce, Amazon online commerce belongs to large-scale commerce. Amazon once claimed to be the world's largest discount store, offering more than 400,000 kinds of discounted books with discount rates ranging from 5% to 40%. Amazon has also launched a free shipping plan, which can exempt customers from shipping charges as long as their orders exceed $25.

Amazon will transfer the cost saved by network information transmission to customers in the form of discount, so that customers can fully appreciate the advantages of e-commerce. Bezos once said: "It is a great mistake to refuse to offer discounts. The reason why most network enterprises fail is the value miscalculation theorem. "