This project investigates the impact of the COVID-19 pandemic on Amazon's digital marketing strategies, specifically focusing on the UK market. The project examines the impact on paid digital marketing, identifies the strategies employed by Amazon, and analyzes the challenges faced during the pandemic. The introduction provides background information on Amazon and digital marketing, highlighting the shift towards online shopping during the pandemic. The literature review explores the impact of COVID-19 on Amazon's marketing practices, including the use of SEO, PPC advertising, and social media marketing (Instagram, Facebook). The research methodology section outlines the use of a positivism research philosophy, deductive approach, and a survey strategy for data collection. The project also details the research instrument (questionnaire), sampling method (random sampling of Amazon employees), and data analysis (frequency distribution analysis). The key findings from the literature review emphasize the importance of digital marketing for retail brands, the effectiveness of social media platforms, and the need to address organizational challenges. The project aims to provide insights into how Amazon adapted its marketing approaches to navigate the challenges posed by the pandemic and maintain its business performance in the e-commerce sector.
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