很明显，亚马逊更加努力地以可承受的价格为顾客提供独特的产品。这就是创造愉快经历的方法。亚马逊注重客户体验，而E-Bay则注重产品质量和货源。阿里巴巴热衷于让众多卖家管理稀有产品。这家公司鼓励卖家和买家之间的产品咨询，后台操作极其复杂。这就是阿里巴巴在全球范围内存在并与其客户建立独特联系的原因。亚马逊与这个充满竞争对手的行业紧密联系在一起，而且变化日新月异。通过波特五力理论的运用，可以看出亚马逊很容易受到新进入者的威胁，但其资金雄厚，品牌在市场上的认知度也很好控制。虽然EBay等品牌可以被认为是亚马逊的直接竞争对手，但亚马逊仍然通过更好的产品和更好的定价策略在淘汰竞争对手方面发挥着积极的作用(Hitt et al.， 2014)。亚马逊的创新技术使其在市场上的其他品牌中独树一帜。可以看出，由于买方在市场上的转换成本较低，因此买方的力量较大。
It is evident that Amazon strives harder to offer the customers with unique products at affordable prices. This is the method by which pleasant experiences are created. While Amazon is keen on customer experience, E-Bay is keen on product quality and source of products. Alibaba is keen on having rare products managed by a wide range of sellers. This company encourages consultation of products between sellers and buyers and the backend operations are extremely complex. This is the reason for Alibaba’s worldwide existence and establishment of unique connection with its customers. Amazon is strongly tied up in an industry that is filled with competitors and changes happen at a rapid pace. Upon the application of Porter’s five forces theory, it is evident that Amazon is quite susceptible to threats of new entrants, but still the degree can easily be controlled with its high financial funds and broad recognition of the brand in the market. Although brands such as EBay can be considered as a direct competitor to Amazon, the latter has still played an active role in the elimination of competitors through the better products and better pricing strategies (Hitt et al., 2014). The innovative technology of Amazon makes it unique among other brands in the market. It is observed that there is a high power of buyers because of the low switching costs for them in the market.
Because customers are the final beneficiaries, Amazon comes up with different offers. The power of suppliers is again high as there is no direct long term corporation established between Amazon and suppliers. If suppliers fail to supply the products, Amazon’s business would not run. The threat of substitute acts as a negligible factor for Amazon as the business is made up to date and manufacturers need to take care of this and not Amazon.The current e-commerce industry clearly shows that Amazon has to face competitors of varied fields including similar shopping websites, manufacturers/ vendors, online business firms, web service companies, information storage and computing companies and telecommunication firms. The main advantage of Amazon over any other competitor companies is the way technology has been handled. The shopping process is made extremely easier and flexible and this customization is available in no other information system of similar brands. The industry has also favored innovative business processes for long term sustainability in the market.