Amazon Case Study


The Amazon Information System

Since its inception, Amazon has severally restructured it’s information system over time to meet the increased demand for its products as well as to ensure user safety during transactions. The key components of the Amazon Information Systems are the analysis software and the database management software. Moreover, Amazon has a business-to-business integration information system that ensures efficiency in communication with suppliers. The main information system offers the web services to the Amazon users as well as the simple storage service which make it easier to maintain its millions of products and users. The key reason why Amazon has grown to become a global trading platform is due to the flexibility, reliability, and scalability of its web service. This system is designed such that it’s quite fast to allow the customers search for thousands of products fast and securely. This system is so smart that it can effectively analyze the information entered and provide the customers with the desired service (Rainer et al., 2013). Moreover, this Smart Analysis Search (SAS) system is designed to track online fraudsters by conducting an automatic real-time analysis of the behavioral patterns of the system users. This is accomplished through measuring and personalization of the users to allow for effective service to meet the specific needs of each customer. This information system used by Amazon is built using a Service Oriented Architecture that allows for distribution and decentralization of the customer services making it robustly scalable. This is important for handling multiple requests and applications to serve a wide range of customers. The Amazon information system provides real-time feedback on the history of queries to enable the management focus on the demand for certain products to ensure that all customers are effectively served.

Amazon Intelligent Recommendation System

To revamp sales volume, Amazon was able to develop a robotic intelligent recommendation system that can use the customer’s past activity and search data within the system to make a recommendation to the customers for more such products in the website. This intelligent recommendation system works using the customer search history storage software that automatically retrieves the search history one the customer logs into the system. For instance, when a customer purchases a romance book, the intelligent recommender system shows a list of other books in the database with related topics to give the customer a diverse choice. Therefore, this recommender system works by data linking and mining from the past queries by a particular customer (Smith & Linden, 2016). The intelligent recommendation system is integrated with the database management system to facilitate structure storage of all the queries entered into the system. Moreover, this intelligent recommendation system effectively enhances the customer website browsing experience since it functions as an interactive interface between the Amazon website and its users. This system also makes it possible to collect user feedback for improvement of customer service.

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Amazon Supply Chain Management System

The Amazon has used modern technology in the design of its supply chain management system such that it is highly efficient in the operationalization to facilitate the process of disintermediated retail serves that function by automated inventories that are usually information intensive. This integrated supply chain management system is designed such that the information warehouses and the supply chain systems are fully automated to control all activities relating to stocking and enhancing customer experience (Coyle et al., 2016).

Amazon Enterprise Resource Management System

The Enterprise Resource Management used by Amazon is based on the Oracle database systems. This resource management system is integrated into a database that securely holds all the details of each customer as well as their activity on this website (Peppard & Ward, 2016). The Amazon Enterprise Resource Management System automates the process of placing an order by a customer by booking the order into the system and directing the information to the appropriate retail center for delivery. As a result, the process of order fulfillment is effective due to the reduction in cost and distribution mistakes and ease of order tracking. This enterprise resource management system has significantly boosted the customer’s confidence with the Amazon information system due to its reliability.

Customer Relation Management System

The Amazon has effectively integrated the customer relationship management functionality in its information system to promote customer satisfaction, attract more customers, and increase the customer loyalty. This system has applications whose function is to collect all data regarding the customer experience and level of satisfaction form the services offered by the system. Moreover, this system allows for secure online payments and foolproof transaction processing systems. Personal information regarding the customer details such as the credit card, transaction details, the order history, customer user profile, and the customer purchase history is securely collected and stored in this database system (Kavanagh & Johnson, 2017). The process of product ordering within the system is securely completed by an integrated order processing system that works with the delivery system to ensure that the delivery is made as fast and efficiently as possible.  Moreover, this system is designed to include special features and programs that allow for the collection of user feedback from customers, the wish list, and the products on high demand to facilitate the collection of customer information through a real-time monitor web system.  The customer relationship management system is also equipped with automated communication channels that make it possible for customers to send emails and short message services in the structured order information systems. As a result, Amazon is able to integrate the functionality of monitoring the customer sales, the service delivery, and effective communication system.

Implementation of the information communication systems by Amazon

The Amazon has used Smart Innovation Strategy in successfully implementing the applications of modern technology in its service delivery to attract new customers and revamp the sales. This has made it possible to use a customer relation management feature that allows for flexible customer care, high-profit margin, and a limitless inventory for better service delivery. Moreover, the marketing strategy on the e-business platforms as well as the associate programs that make it easier to boost the rate sales as well as coordination with other retailers dealing with the same products. These Electronic customer relationship programs make it possible to capture all customer data, integrate it into the specific information systems, and distribute the collected information to the respective functionality support systems. As a result, the Amazon is able to capture all relevant information that can be used to initiate the desired changes for the best customer experience from the site. The interoperability of the various components within the system has significantly contributed to the success in the application of modern technology on the Amazon website.

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  1. Kavanagh, M. J., & Johnson, R. D. (Eds.). (2017). Human resource information systems: Basics, applications, and future directions. Sage Publications.
  2. Rainer, R. K., Cegielski, C. G., Splettstoesser-Hogeterp, I., & Sanchez-Rodriguez, C. (2013). Introduction to information systems. John Wiley & Sons.
  3. Peppard, J., & Ward, J. (2016). The strategic management of information systems: Building a digital strategy. John Wiley & Sons.
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