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Reference no. 914-005-1
Prize winner
Published by:
IBS Center for Management Research (2014)
15 pages
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This case is about how the leading e-commerce company Amazon, Inc utilised its big data resources to improve its performance. Being the dominant retailer on the Internet, Amazon had a vast database regarding the tastes, preferences, and previous purchasing history of its customers. Apart from improving its business performance, big data resources were also put to some innovative uses like preventing theft of merchandise from its warehouses. Amazon also allowed other smaller e-commerce companies with limited resources to use its big data services. Some analysts opined that as of end 2013, Amazon had all the pieces of the big data puzzle but the firm would have to put these together effectively to emerge as a dominant player in this space. This case is meant for MBA/MS students as part of IT and Systems. It can also be used in a business strategy curriculum.

Teaching and learning

This item is suitable for postgraduate courses.


e-Commerce; Big data; Big Data Strategy; Big data process; Big data resources; Big data capabilities; Customer service; 360 degree customer profiles; Service interactions; Personalised marketing messages; Customer service quality; Cloud based Internet services; Analytics; Analytics eco-system


The events covered by this item took place in 2003-2013.

Geographical setting

United States

Featured company

Company name:
e-Commerce; Retail

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