BSS041-3: Website Analysis of Amazon and eBay's Internet Marketing

This report provides a detailed analysis of Amazon and eBay's website marketing strategies, focusing on the application of internet marketing concepts such as SEO, quality listings, competitor logistics, and business intelligence. The report examines the key online value propositions of both websites, using Google Trends data to compare user interests and engagement over time. It also includes a regional analysis to highlight user preferences in specific areas. Furthermore, the report offers recommendations for improving internet marketing strategies, emphasizing the use of email marketing, soliciting product reviews, and implementing promotional offers and customer loyalty programs to enhance customer engagement and drive business growth. The analysis underscores Amazon's stronger customer base and marketing prowess compared to eBay, highlighting areas for improvement for eBay to increase its market share.

Running head: WEBSITE ANALYSIS FOR AMAZON AND EBAY
Website Analysis for Amazon and Ebay
Name of the Student
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1WEBSITE ANALYSIS FOR AMAZON AND EBAY
Table of Contents
1. Concepts of Internet Marketing...................................................................................................2
2. Application of Concepts in the chosen websites.........................................................................2
2.1 Key Online Value Proposition of chosen websites and their competitors.............................3
3. Recommendations for the improvement of Internet Marketing..................................................8
References........................................................................................................................................9

2WEBSITE ANALYSIS FOR AMAZON AND EBAY
1. Concepts of Internet Marketing
The Internet Marketing can be defined as a process through which a business
organization would be able to promote their brand, services and products through the Internet
platform. There would be a thorough analysis with the help of several tools that would further
lead towards increased website traffic, higher sales volumes and leads. In the given case, the
websites, which would be analysed are Amazon and Ebay (Mathews et al. 2016). With the
emergence of both of these online platforms in 1990s, these platforms have been facilitating their
customers by expanding the sector of global e-commerce. Although both Ebay and Amazon are
considered to be multinational e-commerce organizations, the first one is considered to be a sole
marketplace, while Amazon is considered to be both retailer and a marketplace.
2. Application of Concepts in the chosen websites
Some of the concepts that are in relation to Internet Marketing and which could be
applied to Amazon and Ebay are:
1. SEO – Search Engine Optimization (SEO) is defined as a key concept within the
online marketing. Focusing on the concepts established for SEO would be greatly helpful for
both the websites in order to pop up during search queries (Saura, Palos-Sánchez and Cerdá
Suárez 2017). Staying on good SEO practices and enriching the content of the website on a
regular basis would help in topping the chart list and increasing the massive reads, clicks and
purchases.
2. Quality Listings – This would majorly help in increasing the page exposure. This
could be done by finding the item page and ensuring it to be displayed. It should also be ensured
that people would be able to search for a certain product by entering specific keywords

3WEBSITE ANALYSIS FOR AMAZON AND EBAY
(Madleňák et al. 2015). In recent times, customers should be able to search for a product by
entering their images and the website would automatically locate the product as per their
recommendation strategy.
3. Competitor’s Logistics – During analysing over this concept, certain aspects should
be taken under consideration. It should be acknowledge as from where the competitor would
deliver their products to their customer (Andrade et al. 2014). Moreover, the cost of shipping of
goods should also be considered. The packaging and handling of goods, insurance policies,
customs and taxes imposed and return policy are the primary concerns, which should be properly
be dealt with. Based on understanding from the reviews made by customers over the logistics
department of the particular company, they would be able to make beneficial changes to the
current systems while improving the scenario.
4. Business Intelligence – The better knowledge about the functioning of supply chain
would help customers in purchasing a product in a better manner. Implementation of BI within
the website would help the competitors in understanding the expectations of customers and the
new kind of services that could be offered in order to increase the competition in the market
(Wu, Chen and Olson 2014). Application of BI should also be considered as necessary based on
understanding the ways in which a product would arrive at the customer end, use of proper
advertising material, which would further help them in improving their delivery strategies and
improve customer satisfaction rates.
2.1 Key Online Value Proposition of chosen websites and their competitors
In order to discuss the key online value proposition for the chosen websites, Google
Trends has been used to determine the most obvious facts in relation to the websites (Turner and
Shockley 2014). The analysis over the data would help in determining the kind of business they

4WEBSITE ANALYSIS FOR AMAZON AND EBAY
are, their offered services, the served markets and the success rate of these businesses in the
global marketplace.
(Figure 1: Interests of Users during 10-16 March 2019 for chosen websites)
(Source: Created by author)
From Figure 1, it can be understood about the interest of users during the time period of
10-16 March 2019. It can be seen that Amazon had 59 while Ebay had 17.

5WEBSITE ANALYSIS FOR AMAZON AND EBAY
(Figure 2: Interests of Users during 15-21 December 2019 for chosen websites)
(Source: Created by author)
From the above figure, which shows the result during the time period of 15-21 December
2019. Here, also it can be seen that Amazon has an average interest of 98 while Ebay has 17.
From the comparison of both the above diagrams, it can be seen that Amazon has
increased the average interest of their consumers to make use of their platform (Pathak 2016).
However, the average rate of interest of users for Ebay has remained constant during all these
months.

6WEBSITE ANALYSIS FOR AMAZON AND EBAY
(Figure 3: Interests of Users in Michigan for chosen websites)
(Source: Created by author)
The above diagram depicts the breakdown percentage of users making use of the both the
websites in a specific region. The data gathered from Michigan shows that people have made
more use of Amazon as compared to Ebay. 79% of users have made use of Amazon while 21%
users have used Ebay (Doligalski, Zaborek and Sysko–Romańczuk 2015). The colour intensity
shown over Michigan represents the percentage of search results over the chosen websites.

7WEBSITE ANALYSIS FOR AMAZON AND EBAY
(Figure 4: Search Interest of Users for Amazon website in Florida)
(Source: Created by author)
The above figure describes the average search interests of users in the city of Florida for
Amazon website. The above figure describes the fact that Amazon has 83 as an average number
of users in the city of Florida who make regular use of Amazon (Schiborr 2016). The different
programs offered by Amazon such as the Amazon Prime program could be one excellent form of
customer service. Such kind of enriched offers help towards fostering loyalty from customers.
(Figure 5: Search Interest of Users for Ebay website in Florida)
(Source: Created by author)

8WEBSITE ANALYSIS FOR AMAZON AND EBAY
The search result depicts the search interest for users for Ebay in the city of Florida. It has
been seen that the customers of Ebay have an average result of 58.
From the above analysis over the comparison of both the websites, it can be discussed
that Amazon has a wide form of popular customer base, which helps them in increasing the sales
over their platform (Abdallah 2014). Ebay does not offer such kind of enriching promotional
offers, which could attract their customers. Hence, there has been seen a lesser rate of customers
who would flock towards their website.
3. Recommendations for the improvement of Internet Marketing
From the understanding of the above figures and the data gathered, it can be understood
that Amazon has major skills and customer base as compared to Ebay. Some recommendations
that could be supported for Internet Marketing skills for Amazon and Ebay are that they can use
email marketing strategies. This strategy could be used for personalizing various product
recommendations in relation to past order, age, location, gender and on-site browsing. They
could focus over new ways of soliciting reviews upon each product on an individual basis.
Customers would mostly prefer to locate a particular name for a product rather than reading over
an entire subject line. Different other strategies such as promotional offers and customer loyalty
program could also be included for increasing the internet marketing strategies. Hence, by using
such strategies, the growth of the company could be enriched based on internet marketing skills,
which further brings profits towards the company.

9WEBSITE ANALYSIS FOR AMAZON AND EBAY
References
Abdallah, F., 2014. Postal service innovation: New value propositions to enable international e-
commerce. Postal Services in the Digital Age, 6, p.80.
Andrade, R.P., Lucato, W.C., Vanalle, R.M. and Vieira Jr, M., 2014. Review of the relationship
between reverse logistics and competitiveness. In Advanced Materials Research (Vol. 845, pp.
614-617). Trans Tech Publications.
Doligalski, T., Zaborek, P. and Sysko–Romańczuk, S., 2015. Value proposition and firm
performance: segmentation of Polish online companies. International Journal of Business
Performance Management, 16(2-3), pp.133-148.
Madleňák, R., Madleňáková, L., Švadlenka, L. and Salava, D., 2015. Analysis of website traffic
dependence on use of selected internet marketing tools. Procedia economics and finance, 23,
pp.123-128.
Mathews, S., Bianchi, C., Perks, K.J., Healy, M. and Wickramasekera, R., 2016. Internet
marketing capabilities and international market growth. International Business Review, 25(4),
pp.820-830.
Pathak, B.K., 2016. Emerging online educational models and the transformation of traditional
universities. Electronic Markets, 26(4), pp.315-321.
Saura, J.R., Palos-Sánchez, P. and Cerdá Suárez, L.M., 2017. Understanding the digital
marketing environment with KPIs and web analytics. Future Internet, 9(4), p.76.
Schiborr, L.A., 2016. How to emerge as a digital platform leader?: Envelopment and business
model innovation at eBay and Amazon (2006-2011) (Bachelor's thesis, University of Twente).

10WEBSITE ANALYSIS FOR AMAZON AND EBAY
Turner, T. and Shockley, J., 2014. Creating shopper value: Co-creation roles, in-store self-
service technology use, and value differentiation. Journal of Promotion Management, 20(3),
pp.311-327.
Wu, D.D., Chen, S.H. and Olson, D.L., 2014. Business intelligence in risk management: Some
recent progresses. Information Sciences, 256, pp.1-7.