This capstone project analyzes Amazon's competitive advantages in the online retail market. It begins with an introduction and company overview, highlighting Amazon's diverse product and service offerings. The project then delves into an internal environment analysis using VRIO, identifying valuable, rare, inimitable, and organized resources. A SWOT analysis assesses strengths, weaknesses, opportunities, and threats. The external environment is examined using PESTEL and Porter's Five Forces, evaluating political, economic, socio-cultural, technological, environmental, and legal factors, as well as industry rivalry, supplier power, buyer power, threat of substitutes, and threat of new entrants. The project articulates Amazon's core competencies, including brand strength and customer focus, and identifies strategic advantages such as low-cost leadership and technological expertise. A diagnosis of strengths and weaknesses, source availability, and future sustainability is provided, concluding with strategic opportunities and risks. The project uses various frameworks to comprehensively analyze Amazon's market position and competitive strategies.