Amazon has successfully secured a strong placement in consumers’ minds by providing
an easy-to-use shopping platform and highly-attentive customer service, as well as driving
innovation in e-commerce and distribution strategies. As a result, the Amazon brand is strongly
associated with convenience, reliability, warmth, and customer-centricity. The Amazon brand
has established a feeling of trust between consumers and the company, leading to consistent
brand resonance and repeat purchases from a large number of consumers.