This assignment examines Amazon's growth within the global e-commerce market, focusing on its expansion strategies and challenges encountered in diverse regions. It explores the competitive landscape, highlighting key rivals such as Alibaba, Flipkart, eBay, and local players like Woolworths in Australia. The analysis delves into the specific obstacles Amazon faces in Australia due to vast distances and the dominance of physical retailers. Finally, it proposes potential solutions for Amazon to strengthen its position in challenging markets.