E – BUSINESS APPLICATION: A Case Study of Amazon Australia

Running head: E – BUSINESS APPLICATION
E – BUSINESS APPLICATION: A Case Study of Amazon Australia
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Table of Contents
Introduction...................................................................................................... 2
Body................................................................................................................. 3
Conclusion and Recommendation....................................................................9
References..................................................................................................... 10
Appendices..................................................................................................... 13

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Introduction
Amazon is the multinational technological company of America. The
organization mainly deals with cloud computing, e – commerce, artificial intelligence
and digital steaming. It is known for the disruption of the well - established
industries through some technological mass scale and innovation. The concerned
organization is the world largest e – commerce retail store, cloud computing
platform and AI assistant. It is considered as the second largest technology
organization with respect to the revenue. The organization initially started with an
online platform for marketing of books but then the organization begins to sell
apparel, food, toys, software, jewelry, video games and electronics products. The
various services produced by the concerned organization are Alexa, Video, Music,
Kindle Store, Fire TV, Amazon Wireless, Amazon Digital Game Store, Fire tablets,
Appstore, Amazon Web services, Echo, Amazon Prime, Amazon Fresh and Amazon
Studios. The official website of the concerned organization attracted over 615
million peoples. The organization also invested a huge amount to maintain the huge
traffic during the festive season of every country. Amazon Australia seamlessly
provides services to the citizens of Australia. The organization helps to fulfill the
desire of the Australian people. The domain name used in the Amazon Australia is
amazon.com.au. Amazon Australia is wishing to develop the second warehouse in
local market of Sydney. The main motive of this outlet or subsidiary is to decrease
the workload of the organization offering services to the common people of
Australia. The first outlet is in Melbourne. According to the report of Fairfax media,
online market place operator paid $7 million for a vacant plot in Sydney to open the
second operating zone in Australia. The subsidiary is located in the Goodman
Centenary Distribution Centre of Sydney’s Moore bank. The report mainly focuses
on the role played by the Artificial Intelligence in the concerned organization. The
report critically describes five journal articles with relevant to the motive of the
report.
Body
Artificial Intelligence is the science and engineering study of generating
intelligent computer programs and intelligent machines. The various applications of
the machine learning and artificial intelligence is highly impacting the e – commerce

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industry. There are three key areas in artificial intelligence. They are ML, NLP and
Data mining. These key factors are the driving factor for the operation of e –
commerce. Data mining assists to mine huge amount of data such that the
operations can be break down in various steps and each step can deal with different
data in each round of the operation (Tan 2018). NLP or Natural Language Processing
is the second driving factor of the e – commerce industry. It deals with the way
about how the human being and the computer machines or system interact with
each other. ML or machine learning is advance key factor for the e – commerce
industry (Monteiro, Swatman and Tavares 2013). AI assists the common people of
the Australia to operate or to order their desired item very quickly from the website
of Amazon Australia. IT helps the business to concentrate on the core business
operations. New technologies are the key driver of the e – commerce industry
(Slavov et al. 2013). Amazon sets the tone for the customers for breaking down the
barriers internally as well as displaying the method regarding how other companies
or organizations can implement the AI in their organization and facilitate the
facilities of AI (Russell and Norvig 2016). The approach of Amazon towards the
Artificial Intelligence is known as the flywheel. It is defined as the simple device or
tool that is designed to load rotational energy. It operates by the stored energy that
is stored during the malfunctioning of any machine in the organization (Bond and
Gasser 2014.). The flywheel approach allows the artificial intelligence to hum over
the organization. Each and every business operation is associated with the Artificial
Intelligence. The flywheel approach of Amazon depicts the innovation around the
machine learning of one sector of the organization fuels up the other sectors of the
organization. These sectors utilize the technology for driving the products that
affects the innovation all throughout the organization. The flywheel approach helps
the concerned organization for the business growth. It also helps the organization to
meet its business goals and allow the business to grow in continuous way.
The various AI applications used by the Amazon are as follows:
1) Chatbots: The AI advances the chatbots feature. The main benefits offered by
the AI with respect to the chatbots are providing human – like conversations,
insightful responses which helps the business to understand the appropriate
demand of the customers, The learning capability allows the chatbots for
better over time, AI examines chats for generating highly targeted offers for