All of the efforts of Amazon have enhanced its ability in the management of online relationships that is being considered by a number of traditional retailers with the key focus to improve traffic across the sites. As a significant example, Amazon is now in partnership with several well- known retailers like Bebe and Target to assist them in running the interfaces based on web. And for creating even greater convenience and selection for the customers, Amazon allows several other retailers for offering their products on the website of Amazon that creates a virtual setting for a shopping mall with significantly incredible proportions.
It even results in encouraging customers for the sale of used items across the site. Amazon has been consistently looking at new innovative ways for using the power of direct marketing and the Web for creating more selection of shopping, discovery for customers, convenience and value. Direct marketing has been continuously becoming more oriented with web, and internet based market has started to claim a fast growing share in the sales and spending on direct marketing. Whether employing it as an overall model of business or supplementing to a broader mix of integrated marketing, direct marketing helps in bringing a number of benefits to both, the sellers and the buyers. Digital technologies have become extremely significant in majority of the sectors of activity of economy. Because of higher scopes of interconnection, the internet is preferred due to its ability of affecting the future establishment of the society and the business.
In a consequent sense, impetus has been provided by internet for a number of organizations for rethinking the role played by technology, and there is sufficient evidence indicating the limit of its global impact. The internet has been allowing the target of advertisement individually. Targeting of behaviour also referred to as personalized internet advertising is a method to direct advertisement at customers on the basis of past online behaviour. At the basic level, this is the approach followed by Amazon. The company is able to ensure that proposition of value lays emphasis on the unique benefits established by the utilization of technologies such as community, convenience and choice. The proposition of value created out of the relative benefits under the affordability of digital technologies should consider reinforcing core value of brand, ensuring the clear articulation of the audience being targeted. This is useful in determining the limit to which there is need for change across the organization of Amazon.