The diversification strategy of Amazon by identifying SWOT analysis

The paper aims to define the diversification strategy of Amazon by using SWOT analysis. Most customers prefer to buy online rather than buy in a traditional way. Most business transfer and adapt their strategies to e-commerce channels. The research is about analysis the company’s strategies by identifying its strength, weakness, opportunities and threats faced by the company in current e-retailing industry. Based on the obtained results, a set of recommendations and suggestions was proposed.