Amazon Ecosystem: a brief overview

Amazon ecosystem of products and services is vast and it comprises retail, payments, entertainment, cloud computing and other segments. Started only as an online bookstore in 1995 by Jeff Bezos, Amazon has become the e-commerce and cloud computing tech giant consistently increasing the ecosystem of its products and services.

Nowadays, Amazon is a “retailer, a technology company, an entertainment destination, a growing advertising platform, even a delivery company with its own fleet of planes”.[1] Importantly, consumption of one type of Amazon products and services, encourages the usage of other products and services offered by the company.

This can be illustrated using Alexa virtual assistant. Amazon smart security camera that is compatible with the Echo smart speakers allows users to stream live video from the camera on the Echo Show or through the Alexa smartphone app. Moreover, Amazon smart glass is based on Alexa voice assistant and can be used only if the device is linked to a user’s smartphone.[2]

Figure 1 below illustrates the essence of Amazon ecosystem:

Amazon Ecosystem

Figure 1 Amazon Ecosystem[1]

Each of Amazon business segment illustrated in Figure 1 above plays certain role in consumption of other types of products and services belonging to the ecosystem. Let’s take Amazon Kindle for example. As it is illustrated in Figure 2 below, Amazon Fire platform can be used to consume a wide range of products and services belonging to Amazon portfolio. Moreover, Fire platform can also be used to consume other products and services outside of Amazon ecosystem such as social networking sites, entertainment sites and various apps.

Amazon Ecosystem

Figure 2 The ecosystem of Amazon Kindle[4]

Amazon Inc. Report 2018 contains a full analysis of Amazon ecosystem. The report illustrates the application of the major analytical strategic frameworks in business studies such as SWOT, PESTEL, Porter’s Five Forces, Value Chain analysis, Ansoff Matrix and McKinsey 7S Model on Amazon. Moreover, the report contains analyses of Amazon leadership, business strategy, organizational structure and organizational culture. The report also comprises discussions of Amazon marketing strategy and addresses issues of corporate social responsibility.

[1] Morilla, A. (2017) “Is Amazon Making Too Many Enemies?” Kantar, Available at:

[2] Newman, P. (2017) “Amazon is looking to further expand Alexa ecosystem with two new products” Business Insider, Available at:

[3] Morilla, A. (2017) “Is Amazon Making Too Many Enemies?” Kantar, Available at:

[4] Source: Vision Mobile (2013)