In fact, what was Amazon in the beginning?
It was in 1994 that Jeff Bezos created Amazon. For the little anecdote, it is called like that for on the first hand the link with the biggest river in the world, and on the other hand because its 1st letter is the 1st letter of the alphabet!
Their initial idea? To promise to sell any book, anywhere! Incredible, isn’t it?
So how did the company diversify?
Amazon has had an amazing rise! Indeed, the company followed the « Get big fast » promoted by Bezos through this revolutionary business model. Indeed, for him to succeed, it was necessary to go fast, very fast, to make a place for itself, but not just any place, the number 1 place.
Amazon has started to offer everything, Amazon is becoming an « everything store », and this can only be seen through their logo:
Have you ever noticed that the arrow starts from A to Z? Clever, isn't it?
So here we are, in a few years, Amazon has diversified from books to household appliances and even fruit and vegetables.
But how did this empire become so successful?
Jef Bezos understood very quickly how big things could get. First, he understood the saying « winner takes all ». No one could compete with him with the competitive advantages he had built up. As you will probably have understood, innovation is an integral part of Amazon’s strategy.
Indeed, the platform was at the beginning a simple Marketplace, starting with books, and then turning to more commercial products.
But today, the big Giant offers much more than that and impacts much more people!
The company has expanded its offer enormously and continues to be present almost everywhere.
Some examples of services offered by our giant: amazon prime, amazon music ilimited, amazon kindle, amazon business or even Prime video
Have you heard the story of prime video?
In France, it’s only been a few years since this platform arrived (end of 2016). And yes, we like to be a bit late here! Indeed, it is important to note that this service already existed in more than 200 countries.
However, it is important to note that the beginnings in France for prime video were not incredible. Indeed, confronted with the growing size of its big competitor with the red logo, they preferred to launch themselves without waiting to have a perfect platform.
It must even be said that this service was a bit disappointing at first. The catalogue offered was extremely meagre, so you didn’t have to be picky! In fact, at the beginning, Prime video was close to failure in France.
Screenshot from 14/12/2016 of Amazon Video starts in France with a catalogue to be completed and more adapted to the French market.
In 2018, 1 year after the launch of the platform in France, while the big red N has managed to impose itself among baguette eaters, Prime video is improving day by day by expanding its catalogue, but it still has a few steps to go before becoming the favorite platform of the French.
But today, Amazon Prime Video has only climbed in the hearts of the French, even if it remains in second place, the service has managed to impose itself by doubling its catalogue!
The company has made a lot of efforts since 2019, it has indeed proposed exclusive and original productions, has made technical improvements, which therefore arouses more and more interest from users of the SVOD sector.
So how did the company diversify?
In the latest news, Prime Video to promote its catalogue, has decided to be « retro » and to update the video clubs.
To do this, a very unusual place will open in Paris! This event will be ephemeral from December 10th to 12th in Paris.
Upon reservation and for free, visitors will be able to watch Prime Video’s original programs, and even some of them will be previewed.
Quite an original marketing campaign, isn’t it?
____________ Agathe DELACROIX
Word count: 674
Works Cited –
Benaouina, A. (2021, août 9). Ligue 1 : on a regardé et décortiqué le premier week-end de championnat sur Amazon Prime Video. leparisien.fr. https://www.leparisien.fr/sports/football/ligue-1-on-a-regarde-et-decortique-le-premier-week-end-de-championnat-sur-amazon-prime-video-09-08-2021-GNKOW2FWQRHI7JOA6QNIUTEZ4U.php
Amazon s’apprête à lancer son Prime Vidéo Club : Rendez-vous en décembre ! (2021, 23 novembre). HDnumerique. https://www.hdnumerique.com/actualite/articles/19345-prime-video-club-paris.html