BA (Hons) Report: Knowledge and Information Management of Amazon.com

This report provides a comprehensive analysis of knowledge and information management practices within Amazon. It begins with an introduction to the concepts of knowledge and information management, emphasizing their importance in the context of Amazon's e-commerce operations, cloud computing, and digital streaming services. The report explores the background of Amazon, its evolution, and its focus on technological innovation. Section 1 defines knowledge management and its significance for organizations like Amazon, highlighting its role in improving efficiency, fostering innovation, and enhancing workplace effectiveness. It also examines how knowledge management contributes to customer satisfaction and competitive advantage. Section 2 delves into how knowledge is embedded in Amazon's products and services, particularly through the tacit knowledge of individuals, and how knowledge management serves as a systematic approach to sharing and exchanging knowledge. The report also applies Nonaka's tacit and explicit conversion and decision-making model to illustrate these points. Section 3 investigates the role of knowledge in Amazon's Standard Operating Procedures (SOPs), the outcomes achieved through these procedures, and areas where Amazon can improve. The report concludes with a summary of the key findings and insights regarding knowledge and information management at Amazon.

Knowledge and information
management skills

Table of Contents
INTRODUCTION...........................................................................................................................3
MAIN BODY..................................................................................................................................3
SECTION 1- Knowledge and information management.......................................................3
Background of organisation...................................................................................................3
Knowledge management........................................................................................................4
KM helps the organisations in satisfying customers and achieving competitive advantage..5
SECTION 2............................................................................................................................6
How knowledge is embedded in products and service concept in tacit knowledge of
individuals..............................................................................................................................6
How KM represents a systematic approach in sharing and exchanging an organisation's
knowledge base......................................................................................................................8
Use Nonaka's tacit and explicit conversion and decision-making model.............................10
SECTION 3...................................................................................................................................11
Importance of knowledge in Amazon's SOP........................................................................11
Major outcome achieved by Amazon with use of Standard operating procedure................12
Area need by Amazon to improve in future for overcome from different challenge...........12
Knowledge Management Framework..................................................................................13
CONCLUSION.............................................................................................................................15
REFERENCES..............................................................................................................................16

INTRODUCTION
Knowledge management and information management is explained as a process or
procedures which is well-articulated and compounded according to the concept of information
and knowledge. In simple terms, data is explained as a collection of facts that is gathered in an
unorganised form like, with-in numbers or character. Similarly, information explain and utilise
data which clean error and than process it to measure, analyse and visualise results related with a
specific topic or purpose. The main rational for study and this report is to analyse and
understand systems which is related with knowledge and information management skills for
enhancing the indepth knowledge of a topic. It also refers that their are different task manage and
performed by organisation so with use of appropriate data and information meaningful results is
obtained. SECI model of knowledge is considered in this report for utilising all information in a
proper manner. Moreover, this report is written from perspective of Amazon which is a well-
known E-commerce organisation situated in Seattle, Washington. The main focus of
organisation is on cloud computing, digital streaming, artifical intelligence and e-commerce
(Bittar Rodrigues and Prideaux, 2018). In the present scenario, Amazon fulfil needs and
demands of customers by offering a large variety of products on their online store. Along with
this report aids to learn theoretical factors related with skills and methods that is utilised by
Amazon to evaluate overall process and operations of E-commerce business.
MAIN BODY
SECTION 1- Knowledge and information management
Background of organisation
Amazon is a well-established American international organisation that focus on all
operations and functions which is performed by E-commerce industry. Cloud computing and
digital streaming are the major operations that is performed by Amazon in the present scenario.
Jeff Bezos established or founded Amazon in the year 1994 with motive of selling books through
online platforms (Costa and Santos, 2017). Within three years Amazon went public and started
to sale music videos. Moreover, slowly with change in market and customer requirements
Amazon Expand their business and started to perform trade activities in other product also such
as to sell electronics, video games, software etc. Along with this Amazon is one of the largest

organisation which perform their business among all over the world and states to manage
business substantially as an online retailer which is well-known for their technological
innovation and its implement at a large scale.
Knowledge management
The term knowledge management is explained as a process or procedure of formulating,
transferring, sharing and utilising knowledge and information related with an organisation. This
is explained as a multi-disciplinary approach for accomplishing goals and objectives with use of
best knowledge. Large organisation such as Amazon develop resources that is dedicated towards
generating internal Knowledge management efforts for performing all work as a part of it's
business strategy (da Silva and et. al., 2018). The main reason and benefit of implementing
knowledge management and their factors is to organise and arrange all departments together
because this aids Amazon to perform all task with more efficiency through generating
appropriate coordination among all task and engaged workforce. In the context of Amazon,
knowledge management focus on organisation objectives for improving performance,
formulation of competitive-edge, implement of innovation factors etc. It enable respective
organisation to focus on all objectives and use of management knowledge that aids individuals to
achieve their objectives with improved performance. On the other side, knowledge management
aids to utilise management knowledge as a strategic asset for encouraging share of knowledge in
an appropriate manner.
From the perspective of Amazon there are three different factors exists that is
accumulating knowledge, storing and sharing knowledge. This is because it enable an
organisation to formulate and induce better learing culture. It determines sharing of knowledge
encourage individuals to learn from themselves and it helps them to perform work in an easy
manner (Damonte, 2016). Some important aspects related with knowledge management are
mention as follow:
 Knowledge management- This is important because it increase or boost the efficiency
of management through use of all knowledge factors that is related with organisation
function. This also results organisation decision-making ability is also improved through
use of essential knowledge that is gathered from market analyse and workforce.
 Innovation- Due to globalisation Amazon and other organisation compete with each
other. So it is important for management to implement innovation related factors to

ensure that products offered by respective organisation are effective and innovative.
Innovation is also easier to foster because it aids individuals to gain benefits by providing
good quality products.
 More-efficient workplace- Employee's perform an important role for an organisation
and this define all operations and functions are performed by engaged workforce. Along
with this by improving knowledge directly it is easy for organisation to gain effective
results through completing task in a proper manner (Farrell, 2017). Amazon knowledge
management define all of their factors is improved with motive of generating positive
work environment within Amazon.
So management of Amazon identify that importance of knowledge management is increasing
with rapid speed. This define as marketplace is becoming more competitive one of the most
appropriate method to sustain in market by adopting intelligent and flexible work methods. This
also ensure that all workforce gain excess of expertise through improving their knowledge
related with all sectors of Amazon.
KM helps the organisations in satisfying customers and achieving competitive advantage
Organisation efficienctly gather and utilise their internal knowledge as well as
information in order to gain high success within market. With use of vast and varied knowledge
factors such as to provide training for use of high tech machines aids workers to obtain high
success in market. By implement of all theories and tools related with knowledge management
this is easy to manage work by communicate all task in proper manner. It also consider that
Amazon and other companies enhance the ability of their work throrugh utilising all tools that is
focused to improve overall productivity of organisation.
Competitive-advantage
Knowledge management allow or permit an organisation to gain right information and to
delegate and transfer it to right person at the right time. In the present scenario, consumer
expectation as well as industry landscape is changing with rapid speed so this is mandatory for
Amazon to use update knowledge in organisation function and operations. Amazon management
first aids to adopt steps that enable them to implement, share and apply all data in a valuable
manner (Fishman and et. al., 2016). It also considet right knowledge aids engaged workforce to
evolve project according to current trends through gathering all information from current market
position. Further, right strategy such as use of effective communication and information system

aids towards changing the world in a proper manner. This also helps the respective organisation
to achieve high results through utilising all knowledge in a informative manner. Moreover,
Amazon gain competetive-edge by use of their technological factors and also by induce them
among all departments. The term knowledge induce about all aspects that increase research
factors like, to focus on methodology and policy to perform all work in a systematic manner
(Foo, Majid and Chang, 2017). This aids management for accomplish of competitive-edge in
market by managing task in proper manner at such a huge level.
Satisfying customers
Individuals perform an important role and according to this it is identified that customers
are the key to achieve high success in a competetive-market. The main motive of respective
organisation is to manage all task that aids to satisfy needs and wants of customers. This is
because it is important for Amazon to enhance their market base because it aids to cover
organisational cost. Also by increasing the number of customers profits for organisation is also
improved because of increase in their product sale. To satisfy all needs of customers this is easy
for management to enhance or improve their goodwill. Moreover, satisfying customers also aids
to improve their market with analyse of all structured factors that is designed for satisfying needs
and wants of customers in proper manner. It consider knowledge factor helps the individuals to
manage their task and organised them according to the demand and trend of global market and
its requirements. This also define about all challenges that understand about use of strategic
sources in proper manner specifically to improve knowledge by which task is completed in a
competitive-manner. Further, by analyse needs and wants of individuals in detailed manner
knowledge management increase their productivity through utilising current information.
SECTION 2
How knowledge is embedded in products and service concept in tacit knowledge of individuals
The term tacit or implicit knowledge refers to the ideas, model and knowledge which is
complex or difficult to transfer (Haqaf and Koyuncu, 2018). This is important for a person to
utilise the knowledge that support to formulate effective products. In simple tacit knowledge
refers to skills, abilities and knowledge which is learned by an individual through their
experience. Sometimes it is difficult for management to transfer knowledge of another person by
use of it's writing down or verbalising method because it comes from experience. According to
stated task this is identified that all knowledge is considered according to areas that exists in

verbal manner. But due to it's it is complex to manage all work in proper manner if all
information is not transferred in proper manner. In the context of Amazon, Tacit knowledge is
important to embedded among all of their services because it aids management to deliver all
services in proper manner. This consider individual is focused to manage the task by use of their
existing knowledge. Similarly, to improve the number of services management consider that
valuable factors ideas, knowledge and models to complete their work in an effective manner. It
also describe about number of individuals that define all easy factors and their use in a particular
manner.
Knowledge management and concept related with tacit knowledge define that sometimes
this is complex to interpret and change knowledge (Kepuska and Bohouta, 2018). An individual
who is related with Amazon product and services aids towards formulation and interpret of
knowledge that craftsmanship towards completion of task by use of observation and practices in
proper manner. Some important features of using tacit knowledge is manage as below:
 Innovation- This is explained as an appropriate method or skill and this explain about
all those factors which improve and utilise innovation as an important factor. All
individuals struggle with innovation it explain about all decades that are changed within
years. This seem towards formulation of results through which Amazon and its
management obtain huge success by adopting innovation factors.
 Aesthetic sense- This explain and introduce about all factors that is related with culture
and art. From the perspective of Amazon it is identified that management perform their
work in various region and also they offer large number of products. So this is important
for management to implement and use Aesthetic sense factors because it helps to
perform all work according to decided culture aspect. Moreover, it also define that
Aesthetic sense teach about all those factors by which engaged workforce utilise all
knowledge to manage their work in proper manner (Lee and Lee, 2019). Like, Amazon
trained their workforce to implement ethical actions for performing work in a legal
manner.
 Emotional intelligence- This explain about the abilities for read and also to utilise all
emotions for performing all work in a desired manner. It also undertakes that emotional
intelligence aids Amazon to teach and express about the factors by which tacit
knowledge is understand and also transfer to other persons. In order to embedded tacit

knowledge in products and service of Amazon management perform work through
analyse of current positions in order to relate it with current emotions.
How KM represents a systematic approach in sharing and exchanging an organisation's
knowledge base
Due to the Covid-19 almost all large market players such as Amazon face different
challenges and it aids to reduce customer experience related with products. On the other side,
endless selection consider that all essential services that is required by customers is impacted
because of pandemic conditions. The major challenges which is faced by the Amazon are store
closures and empty shelves (Li and et. al., 2019). So to overcome from them Amazon also
engage in activities such as to provide hand sanitizer, face mask and other important safety
resources. It also consider about all those task that adjust and gear about all factors related with
safety of individuals and it considered as an example of systematic approach. This is because
change in systems and adopt of current market aids Amazon to exists in market for longer
period. However, from the previous years KM (Knowledge management) is explained as a
subject which raise interest of researcher, buyer and customer to perform all task in proper
manner. This define systematic approach for Amazon is to complete all task according to
decided steps. KM process and procedure also define that multi-disciplinary contribution aids to
manage all task according to decided stage. Research also consider that KM is a process that is
used to create, share, use and manage all information and than implement it to manage all task in
proper manner. Almost all individuals who are engage in operations of Amazon consider that
information is transferred to them in an appropriate manner because it aids all employees to
complete their task in a coordinated manner.
Knowledge base define that there are various sources relates such as gather of
information, improve in analytical skill, organising all task etc. aids to perform all work with
more efficiency (Loaiza, Nehren and Gerold, 2016). Also with use of all knowledge sources,
people and documents this is easy to improve skills of individuals which aids Amazon to
perform all work in a coordinated manner. On the other side, tacit knowledge consider work is
managed and completed also this is used by management but sometimes this is a time-
consuming process. In order to add value and address about all challenges related with current
market it is important to perform activities that capture to manage work in proper manner.
Systematic coordination define organisation aids to manage their task through implement of all

those practices that foster about all learning factors. Along with this Amazon utilise systematic
process as well as strategy and this helps to capture, organise and present data in an organised
manner. This aids to make specific results that summarise about all those task which is related
with learning factors. Moreover, by collecting all data in a systematic manner Amazon enhance
their overall performance by observing all data which is collected to complete specific task.
Amazon is one of the world’s most successful eCommerce companies. The company
focused on determining what customer wants from beginning, that’s their key to success. If
system of company got to know what customers likes, when they want it, company tries to bring
it to customers easily., this helps in accomplishing company’s goal and knowledge management
add values to their customers n following ways:
One portal, One interface
All things someone buy from Amazon be it food, books, electronics, clothing, etc it’s from
same portal. The company use one-stop shopping, the portal and user experience is same. This
brings comfort for users as they explore everything on same site. If we assume that Amazon
technology and clothing sites are different then we have to figure out which store to visit first.
Plus a single portal provides everything to users that’s a relief for employees, as it’s comfortable
at workplace. Courseware, e learning, videos, all appears at same single portal.
Consistent presentation
Amazon displays the information of each and every products in same manner and order
wherever possible. This happens from excellent content management ability. In this they prepare
the information and then publish it to the users in a very consistent way. This also brings the
ability to track and record each and every information be it small or big. This consistency is
implemented with efficiency, the employees should not have to figure out how t read and
understand the content as it displays differently. If every site has its own way of presentation,
variant from other, then it can be interpreted differently. Not only this flowchart, metaphors, and
other organizing methods values would be taken differently by employees and this would look
very disconcerting to users. That’s why consistency is important for company and management,
employee has to maintain it.

Use Nonaka's tacit and explicit conversion and decision-making model
Nonaka formulate and propose the SECI model which is recognise as a well-known
conceptual model (Oviedo and Bursztyn, 2016). The main role of this model is to describe about
how tacit and explicit knowledge is generated, recreated and transferred within organisation.
Model is easy to implement within organisation also this helps to perform all work in an
organised manner. Amazon utilise SECI model because it consist four different modes of
knowledge. First is Socialization (Tacit to tacit), second is Externalization (Tacit to explicit),
third is Combination (explicit to explicit) and last is, Internalization (Explicit to tacit).
 Socialization- This is explained as a process of sharing tacit knowledge through use of
observation, practice, imitation and participation of individual among all informal and
formal activities. The main factor of socialization process is to create of virtual and
physical space by which given community interact according to social level. It also
define about all those factors through which interaction factors is improved on social
level.
 Externalization- With the analyses of articulating tacit knowledge and convert it into
explicit concepts aids to perform all work in an organised manner. Amazon utilise tacit
knowledge because it is an internalized factors it determine by use of explicit knowledge
this is easy to share and utilise all data at an international level.
 Combination- This define that the process of integrate concept and convert them into
knowledge system aids to formulate better results. With combining all factors this is
easy to improve and enhance about all those factors that aids to complete work with
develop of knowledge system (Saunders and et. al., 2018). Along with this combination
factor is focused to generate systems that combine all methods to manage task according
to the current information.
 Internalization- The process related with internalization factor define that embodying
and converting explicit knowledge into tacit support Amazon to increase their size
within overall market. Along with this internalization methodology define all operations
are performed by management to manage work in a well-structured manner. SECI
process and design about all the task that improve company operations by use of all
knowledge factors to manage work at international level.

With the analyse of all factors this define about SECI model it is easy to manage all work
according to decided information. All specific factors define that with examine of different
region this is important to manage task according to decided methodology and performance. By
study of all factors it explain about examine of different factors that increase methodology action
(Schlee and Karns, 2017). This also aids to construct valid points which is used for realising
about knowledge factors. Overall findings define that SECI model aids to manage new
knowledge and it also detect strength related with policies and programmes. On the other side,
comprehensive measure of knowledge aids to promote about performance that manage about all
knowledge and use of resources for formulate of all values to explore about different factors that
allow management to complete their task in an organised manner. Amazon also develop
conceptual framework because this helps to generate process which replicated about conversion
of knowledge and their use to make effective and appropriate decisions related with operations
and functions of Amazon. The main reason to induce and complete work according to SEBI
model is to formulate effective decisions that aids management to generate effective results from
their project.
SECTION 3
Importance of knowledge in Amazon's SOP
SOP (Standard Operating procedure) is explain as a sequential instruction or step which
work as a benchmark for guiding the work process that is engaged or follow by workforce. SOPs
enable an organisation to manage and operate their daily operations and activities in an
organised manner. This aids Amazon to perform all task in a consistent manner to generate
appropriate benefits from the organisation (Semertzaki, 2017). SOP clearly write and design
actions and their quality to perform all task in an appropriate manner. Some factors that
demonstrate importance of SOP within Amazon is mention as follow: To save time and money- This is important for Amazon to formulate and decided
standard operating procedure because various employees are engaged in company
operations and functions. So with providing similar knowledge to all individuals to
perform their work aids towards reduce in waste of resources in order to save the cost of
business. Moreover, time is a key to gain success so this is important for Amazon to

generate coordination or balance between knowledge and SOP ensure that all task is
completed in decided time.
 Easy to monitor performance of workforce- Standardized procedure aids manager to
complete their project in an easy manner. The process of monitoring employee
performance is the major advantage which is related with SOP (Sherman and et. al.,
2016). Worker who follow SOP are aware about all tasks that are important to
accomplish organisation goals. This aids Amazon management to achieve their targets in
an organised manner with measuring all standards goals and objectives.
Major outcome achieved by Amazon with use of Standard operating procedure
Amazon Inc. is a well-known E-commerce organisation and it's success depend on high
efficiency which is accomplished through it's operations management. To remain productivity on
a constant manner Amazon decide and perform work according to decided SOP that aids to
induce effective strategic decisions for the organisation. Some major outcome accomplished by
Amazon by implement of Standard operating procedure are as follow:
 Design of product and services- The design of Amazon output is included in the
strategic decision area of operation management. In context of Amazon, management
address all concern through the use of technology. Like, SOP decide and implement
primary methods that is used by organisation for performing work with advanced
information system and communication technology.
 Quality management- All objectives which is related with strategic decision factors are
focused towards improve or maximise the quality of operations. The main motive of
quality management is to improve their work performance to maximise number of it's
efficiency related with all products and services. Amazon encourage workforce to take
bold and pioneer action for identifying new innovative idea for their business. It aids
Amazon to solve problems and improve their business performance through adopting and
managing work according to decided quality.
Area need by Amazon to improve in future for overcome from different challenge
From the recent year there is almost approximately 25% profits and sale of Amazon is
reduced. Therefore, this is important for Amazon to focus on different areas that aids to improve
their work performance to complete their task in an organised manner. Some area that is
important for Amazon to improve are mention as follow: