BM 565: How Amazon Uses Digital Technologies to Transform Business

This report examines Amazon's utilization of digital technologies to achieve business success, focusing on how these technologies influence company management and enhance customer experience. It details the importance of digital technology in improving operational efficiency, accessibility, communication, and customer relations. The report traces the development of technology, highlighting its evolution through various ages and its integration into Amazon's B2B and B2C business models. It discusses specific technological platforms and software used by Amazon, such as apps, virtual platforms, hardware, and data storage solutions, and how these tools contribute to the company's effectiveness in retail, hospitality, and education sectors. Furthermore, the report analyzes how technology impacts business operations, marketing strategies, and overall growth, emphasizing the differences between B2B and B2C applications. The analysis includes Amazon’s decision-making process and its reliance on technology to maintain a competitive edge in the digital marketplace.

BM 565 Digital Business & New Technologies
Amazon company: Influence of digital
technologies and its technological dynamics on
company management, transforming the
customer experience through new technologies.
Student name:
Student ID:
2000-word report

Executive summary
This report is going to discuss on the concept of technology. The technology has been
proven effective for the businesses. The Amazon company is going towards the success by
implementing the effective technology tool. The report will illustrate the operations of
Amazon with use of technology in order to grow the business.

Table of content
Introduction………………………………………………………………………………
Importance of Amazon business topic……………………………………….
Development of the topic…………………………………………………………..
Discussion of the Technology and Its use in business………………….
Technological platform and software in Amazon business…………
Type of Business/Organisation that use the Technology…………….
Effectiveness of the technology as Business tool……………………….
Amazon business Model………………………………………..
Amazon decision making theory ……………………………….
References………………………………………………………… (Minimum 15)
Appendices ………………………………………………………………………………..
List of Tables………………………………………….
List of charts………………………………………….

1. Introduction
Digital technology is defined as the use of electronic devices for storing, accessing and
processing the data. With advancements in information and technology digital platforms
have become essential part of business activities. Contemporary service providers are using
variety of digital technology based applications for managing their business activities from
remote locations as well without any need of physical access. Thus all service providers such
as retailers, manufacturers, hospitality as well as education are using digital tools. This
report will discuss that how effective utilisation of digital technology helped Amazon to
become world leader in retail sector.
2. Importance of the chosen topic (List and discuss them)
Digital technology proves to be effective and important in several aspects. Some of these aspects are
as follows:
A. Improved operational efficiency: Use of digital technology helps organisation to outreach more
customers and more positive results in less time and efforts. This contribute greatly to financial and
operational gain for the firm. For instance, digital technologies like online retailing, social media has
made it possible for Amazon to provide its services worldwide without any operational interruptions.
B. Better accessibility: The remote and improved accessibility of organisational services and
consumer data has become possible only because of digital technology (Hendriarto, 2021). The
advanced analytics as well as remote data access allow organisation to access and manage huge
volume of data with great ease and in more analytical way. This feature of digital technology has
helped organisations like Amazon to accurately predict the needs of customers. This prediction and
analysis has resulted in more specific and attractive content which persuade customers to make long
term and good relations with the brand.
C. Communication and remote connectivity: One of the greatest benefit of digital technology is that
its remote accessibility makes internal as well as external communication very quick and effective
(Khin and Ho, 2019). Like even during pandemic Amazon had connectivity with its employees and
other stakeholder because of digital technology. This enabled organisation to render its services at
any instant of time without any operational limitations.
D. Improved customer relations: It is the contribution of digital technology such as social media or
email marketing that customers have become very interactive about their needs and preferences.
Digital technology is very important for the organisations as it help to understand the choices and
behavioural pattern of organisation so that services can be improved to greater extent. The regular
feedbacks and customized services has made good customer relations which benefits in gaining
competitive benefit.

3. Development of the topic
The technology has developed throughout the time. In every field whether it is, scientific,
engineering, management and business. The technology is playing important role in all the field. The
technology was arrived in the time between 3000 B.C. & 1450 A.D. In the year 1980, less than 1% of
the world's technology has stored the information in digital format. And this ratio increases to the
94% by the year 2007 and 99% by 2014. The technology has gone with the four ages and that is the
premechanical age, mechanical age, electro-mechanical age and the electronic age. Currently, the
world is the part of electronic age. The electronic age refers to the digital platform of technology.
Amazon company is using the concept of digital technology in terms of growing their business
worldwide. The technology research is one of the vital element in adding more efficiency in the use
of technology.
Technology research refers to that research which has been done in order to produce the
new and effective aspects of the technology. Amazon is one of the biggest company under B2B &
B2C business. The organization is providing effective services to the customers with the help of digital
platform. The eBay and Amazon, both the companies are part of digital business and using digital
platform for the business. The main difference between both the company is that. eBay is providing
that digital platform to the customers through which the selling of old & new products can be made.
(Pagani and Pardo, 2017). This is an auction site. While on the other hand, amazon is the retail
website that provides newly fresh products to its customers with the help of digital platform. The
Amazon company has been chosen in order to explain the impact of technology over the business
management as this company has been proven much effective in gaining the trust of the customers
at the digital platform. It is hard to gain the trust of the customers especially when they prefer for
online shopping. But, the amazon is winning the trust of the people on the online platform by
providing quality products to the customers.
4. Discussion of the Technology and Its use in business
In present era, the businesses and technology has been considered as the inter-related
concept. Technology leads to adding the glory in the success of the business. The business
technology is just not limited to the improving the communication only between the
employees. It further helps in improving the communication with the clients. And this is the
most important element of the technology in the businesses. Apart from this, it helps in
knowing the taste and demand of the customers. The R&D department of the organization
puts a focus on arranging the data in relation of the changing taste of the consumers in the
market The data is gathered by using various software, and all this data has been mentioned
in the system of the organization and on the basis of that data, the decision has been made
by the business.
The emails, apps and websites of the businesses, provide a platform to the business
in order to make the interaction with the customers. For example: Amazon company is one
of the biggest company that links with the number of brands and offering a platform to the
customers in order to buy the product of their favourite brand. This is how, using technology

can impact the success of the business. (Nambisan, 2017). The technology provides the
various ways of managing the operational activities of the business. There are different
assets has been acquired by the business in terms of machines for managing the operational
activities. These machines are the part of technology as well. These equipments lead to
produce the output for the firm. The technology plays a vital role in the marketing strategy
as well. The companies uses digital marketing tools such as, emails, social apps and texting
to the consumers in order to make interaction with them.
5. Technological platform and software
The technological platform refers to a particular platform that is prepared in order made and
run the technical architecture. For 3xample: Amazon and Twillo are the examples of online
platform. Here are the technological platform that is used by the technology:
- Apps or software- Apps and software are designed to provide help to the user in
relation of the specific task. These technological platform provides guidance
about a specific task. (Pagani and Pardo, 2017). User can use this platform in terms
of completing their particular task or work. For example: the operating system
and programming language are the part of software and apps.
- Virtual platforms- This refers to the software based applications that enables user
to contact with each other without having physical interaction. This platform
enables the full visibility of the user over a screen. For example: Zoom and
google meet are the examples of virtual platform. These applications enable user
in terms of experience the video calls. This is mainly used by the students and the
job persons.
- Hardware-based- Hardware based technology platforms is the set of different
hardware on which the software applications can performed. Each set of
hardware has is own machine language & programmes. (Ziyadin, Suieubayeva and
Utegenova, 2019). The specific language and programme of the hardware enable
user to differentiate between the different set of the hardware.
- Data storage- The data based technology refers to the intergrated set of the
technology which collectively meets the data needs of the different
organizations. This technology platform is the most popular among the business
organizations. The companies use different sources in order to gather the
information of market. And then, store all this data collectively in their systems.
- Utility of technology- In computers, the utility is the small application that helps
in adding capabilities to the operating system. These helps in adding the
capabilities in the technology platforms.
6. Type of business / organisation that use the technology
Business and technology are the inter-related concept. The technology plays a vital role in
the success of the business. Different organizations uses the concept of technology in order
to increase the effectiveness of the business. (Adizova, 2021). Here are the examples of the

organizations that are using the technology and this technology helping them to add more
glory in the business.
Retail industry- Retail industry are on are one of the biggest industry that uses the
technology in order to grow the business. The retail sector produces large number of
products. And gains the large number of share in the market. These organizations use
technology in knowing the demand of the consumers. This has ben done by the R&D
department of the businesses.
Hospitality industry- The hospitality industries such as hotels and tourism uses the
technology in order to attract the large number of customers. This industry provides large
number of offers over online platform in order to attract the large number of customers. This
industry uses social media apps in terms of enhancing their digital marketing strategies.
Educational industry- Education department uses technology in terms of attracting large
number of students towards the institution. This department, makes their own websites and
recruits the teachers as well. The website is the part of technology. On these websites, the
user gets complete information about the schools and colleges. (Ismail, Khater and Zaki, 2017).
This industry further use email tools in order to send emails to the students. The technology
often helps in providing online assignments to the students.
7. Effectiveness of the technology as Business tool
 Technology has the big impact over business operations. According to the
current era, without the use of technology the business has to face the
certain loses.
 The technology is adding efficiency to the business operations as it helps in
improving the communication along with this, it helps in the management of
inventory ans keeps the fair financial records of the business.
 The B2B & B2C companies, both of the companies are using the technology in
order grow their business. And as a result, the companies are increasing their
growth rate on a high note. In order to understand this with clearance, here is
the description of B2B & B2C in terms of using technology.
 B2B refers to those companies who make business to business transactions.
These companies does not involve direct interaction with the customers. (Che,
2020). B2B companies use the technology in terms of adopting digital
marketing strategy.
 These companies use the internet marketing, email marketing, social media
marketing in order to increase their sales. The interaction with the customers
has been made on digital platforms and then the customers buys products
and services with the help of online platform.
 These digital marketing tools result in increasing large number of customers
with the help of social media apps. These apps provide an influence over the

large number of the people therefore, companies uses these apps in order to
show their services.
 B2C companies refers to those companies who have the interaction with the
customers. These companies use technology in terms of selling products and
services through online retailing.
 Currently, companies like amazon and eBay becoming the industry disruptors.
And attracting large number of customers towards in order to make
transactions. (ankova, 2019). Especially, amazon is one of the biggest digital
company that attracting large number of customers in the favour of the firms
by enhancing the sales of the products.
8. Conclusion (overall evaluation within this section)
It can be concluded from the above case study analysis that in order to succeed in
globalised business environment business needs to focus on interactive technology solutions
such as digital technology. It has been analysed that digital technology is uses multiple
platform to interact and control the buying nature of customers. These technologies help
organisations to identify the potential markets for growth as well as specific customer needs
so that better services can be delivered. It can be also suggested that digital technology has

become an integral component of social parameters and thus organisations cannot achieve
success without making this technology effective for their operations and business.
9. References
Adizova, S.Y., 2021. IMPORTANCE OF TECHNOLOGY OF INTEGRATED EDUCATION. Scientific reports of
Bukhara State University. 5(1). pp.251-263.
Che, et.al., 2020. N-ltp: A open-source neural chinese language technology platform with pretrained
models. arXiv preprint arXiv:2009.11616.
Hendriarto, P., 2021. Understanding of the role of digitalization to business model and innovation:
economics and business review studies. Linguistics and Culture Review. 5(S1). pp.160-173.
Iankova, et.al., 2019. A comparison of social media marketing between B2B, B2C and mixed business
models. Industrial Marketing Management. 81. pp.169-179.
Ismail, M.H., Khater, M. and Zaki, M., 2017. Digital business transformation and strategy: What do we
know so far. Cambridge Service Alliance. 10. pp.1-35.
Khin, S. and Ho, T.C., 2019. Digital technology, digital capability and organizational performance: A
mediating role of digital innovation. International Journal of Innovation Science.
Nambisan, S., 2017. Digital entrepreneurship: Toward a digital technology perspective of
entrepreneurship. Entrepreneurship theory and practice. 41(6). pp.1029-1055.
Pagani, M. and Pardo, C., 2017. The impact of digital technology on relationships in a business
network. Industrial Marketing Management. 67. pp.185-192.
Pagani, M. and Pardo, C., 2017. The impact of digital technology on relationships in a business
network. Industrial Marketing Management. 67. pp.185-192.
Ziyadin, S., Suieubayeva, S. and Utegenova, A., 2019, April. Digital transformation in business.
In International Scientific Conference “Digital Transformation of the Economy: Challenges,
Trends, New Opportunities” (pp. 408-415). Springer, Cham.
10. Appendices