Position Paper 2 | Global Media: Amazon

 

Amazon is an American multinational online retailer company with priority focus on e-commerce, cloud computing, and digital streaming. Amazon has been acknowledged as "one of the most influential economic and cultural forces in the world," and one of the world's most valuable brands. 

On July 5, 1994, Amazon was founded by Jeff Bezos in his converted garage in Bellevue, Washington. Amazon began as an online retailer for books and gradually turned into an "everything store." After leaving his vice president position at D.E. Shaw & Co. in 1994, Bezos moved to Seattle, Washington and started working on what would eventually become one of the world's most valuable brands. 

Amazon was initially known as Cadabra, Inc. and was later changed because a lawyer misheard its original name as "cadaver." A cadaver is a corpse. Bezos chose "Amazon" because to him it felt "exotic and different." Not only that, but the Amazon River was also the biggest river in the world, and he wanted to resonate that with what he wanted to be the biggest bookstore in the world. Now, years later, Amazon is the fourth largest company in the world, sitting in the top five with Microsoft Corporation, Apple Inc., NVIDIA inc., and Alphabet Inc. The company earned its title as an "everything store" from its never-ending selection of products that consumers can select from. Here are a few categories Amazon offers choices in: 

  • Clothing, Shoes, Jewelry & Watches
  • Whole Foods Market 
  • Household Essentials 
  • Books 
  • Electronics 
  • Home, Gaden and Tools
  • Toys, Kids & Baby
  • Movies, Music & Games
Advertising
Amazon, Inc. has its perks of being one of not only the world's biggest companies but being one of the world's most favored companies. Societies from different nations all around the world indulge in influential culture on social media. This influence culture is typically created and shared on Instagram reels, TikTok videos, and YouTube vlogs. It has been a trend for some time to share Amazon Finds on social media and let others in on the best modern deals. On occasion, Amazon sponsors content creators to advertise companies and products. However, more than not, Amazon receives a lot of free publicity on social media just from existing. 


Video Advertising

 TikTok is considered to be one of the most transformative forces that's happened in the world since the global pandemic and recent tradeoffs in the U.S. presidential office. TikTok's algorithm, unlimited loop feature, and sophisticated in-app editing (which I can appreciate) all contributes to the TikTok influence culture that helps shape companies and the quality of their products, service, and customer-service management. There's something encouraging about the way TikTok videos are created, edited to near-perfection, the song choice, and lighting and camera quality that enhances the second-hand 'Amazon finds' experience.
@mikayla.vallati bring on the spring patterns 🐆🍒🎱🌸🦋 find this all under “recent orders 3” @Amazon Fashion #haul #amazonhaul #amazon #amazonfashion #amazonfinds #amazonfashion2024 #springfashion #springtrends #springoutfit #boxershorts #trends #viral #leopardprint #pjpants #pinterest #pinterestaesthetic #pinterestoutfit #pinterestinspo #hugehaul #springhaul #amazonsunglasses #truckerhat #graphictee #amazongraphictee ♬ Lady Killers II - G-EAZY
 YouTube vlogs are longer videos of Amazon products and are usually a more detailed review of the product or multiple products. There are individual content creators that post these video reviews, and there are accounts like TikTokMadeMeBroke that post a compilation of TikTok 'must haves'. 

Article Representation

Whatever you see on TikTok or YouTube shorts is exactly what you'll read about in articles. These articles take the most popular and trendy of certain products and publish the best of the best. This way, with a quick google search of "Amazon Beauty Must Haves," you'll know that Amika hair care and Viktor&Rolf fragence are some of the Amazon premium beauty finds. Articles are just a second-hand selling point for marketing and advertising. Looking for the best of anything? Search it up and you have your options. 

'Amazon Finds' Articles:

Amazon-ads

Amazon is manufacturing off of more than just in-office public relations. Individuals in all countries with access to Amazon and social media are sharing and exchanging experiences had with the company. Amazon-ads is a marketing opportunity for the company as well as it is a branding opportunity for content creators. On the website, Amazon-ads is an option that allows you to post either a picture or video on social media reviewing an Amazon product based on browsing experience. These posts will be present throughout customers' shopping experience, brand storefronts, and product detail pages. This will allow you (as the advertiser) to "foster connections, drive visibility, and increase engagement throughout their Amazon journey." 

Amazon provides ample opportunity for content creators and has ample potential and room for more growth within the company. The significant creation and gradual development of Bezos' company displays that, along with clear favor from people all over the world. With the constant expansion in AI and social media algorithms, free media coverage and widespread publicity are not concerns for the brand and most likely won't ever be of any concern to their public relations team. 


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