Title Amazon
Subtitle How the World’s Most Relentless Retailer will Continue to Revolutionize Commerce
Author Natalie Berg, Miya Knights
ISBN 9780749482794
List price GBP 19.99
Price outside India Available on Request
Original price
Binding Paperback
No of pages 272
Book size 152 X 235 mm
Publishing year 2019
Original publisher Kogan Page Limited
Published in India by .
Exclusive distributors Viva Books Private Limited
Sales territory India, Sri Lanka, Bangladesh, Pakistan, Nepal, .
About the book


“If you believe in the philosophy of knowing your enemy then Amazon is a must read for any omnichannel retailer.”

Tim Mason, CEO, Eagle Eye Solutions


“Natalie Berg and Miya Knights have written one of the definitive accounts of the rise of Amazon and its dramatic impact on the world of retail. As a financial analyst that has followed AMZN for over two decades, I found this book to be chock-full of insights and datapoints. Berg and Knights’ explanation for why Amazon went physical - developing Amazon Go Stores, acquiring Whole Foods - is particularly compelling. There are valuable lessons in this book for investors and for retailers, especially for companies looking to excell at WACD: What Amazon Can’t Do. I highly recommend this book.”

Mark S. Mahaney, Internet Analyst, RBC Capital Markets


“For any e-commerce entrepreneur, Berg & Knight bring rich insight into how Amazon has become a 25-year overnight success. But as well as unpicking Amazon’s growth, it’s also a well-timed reminder about the seismic and exciting changes in customer behaviour that’s helping new retailers like Missguided make an impact.”

Nitin Passi, CEO and Founder, Missguided


“As well as being a comprehensive and authoritative insight on how the Amazon model relentlessly evolved to create more Amazon, it’s also a must read insight into the future of Shopping and how Retail must adapt to stay relevant to the on my terms customer.”

Robin Phillips, CEO, The Watch Shop


“Berg and Knights lay out in a comprehensive manner a must-read primer on Amazon. This roadmap of history and progression of the online behemoth surgically explores key inflections and pivots that have led to the DNA of Amazon. Most importantly, the insights and implications presented will provoke anyone who participates in the Industry of Everything which Amazon competes in to reassess and evolve their own strategies. I know I will.”

Anh Nguyen Lue, North America Open Innovation and eCom Category Management Leader, P&G


“Berg & Knights’ in-depth look at Amazon will be the go-to handbook for retailers looking to understand its impact. It’s much more than a book about Amazon - it’s a social commentary on the impact of higher-than-ever customer expectations supercharged by technology. Shoppers know what was impossible, is now possible; What was unfeasible, now feasible; what was a dream, a reality. Berg & Knights remind us reinvention to serve this new customer is not optional for any retailer.”

Andy Bond, CEO, Pepkor Europe


The retail industry is facing unprecedented challenges. Across all sectors and markets, retailers are shifting their business models and customer engagement strategies to ensure their survival. The rise of online shopping, and its primary player, Amazon, is at the heart of many of these changes and opportunities. Amazon explores the e-commerce giant’s strategies, providing original insight at a time when the company is on the cusp of revolutionizing itself even further.

Amazon’s relentless dissatisfaction with the status quo is what makes it such an extraordinary retailer. This book explores whether Amazon has what it takes to become a credible grocery retailer, and as it transitions to bricks and mortar retailing, explores whether Amazon’s stores can be as compelling as its online offering and if innovations such as voice technology, checkout-free stores and its Prime ecosystem will fundamentally change the way consumers shop.

Written by industry leading retail analysts who have spent decades providing research-based analysis and opinion, Amazon analyzes the impact these initiatives will have on the wider retail sector and the lessons that can be learned from its unprecedented rise to dominance, as stores of the future become less about transactions and more about experiences.


Chapter 1: It’s an Amazon world • Notes

Chapter 2: Why Amazon is not your average retailer – introduction to retail strategy • Losing money to make money • Amazon’s core principles • Uneven playing field: tax • Three pillars: Marketplace, Prime, AWS • Tech company first, retailer second • Notes

Chapter 3: The Prime ecosystem: redefining loyalty for today’s modern shopper • Shipping, shopping, streaming and more • But is Prime actually a loyalty programme? • What does Amazon get out of Prime? • Going global • But can Prime work in a physical setting? • Prime 2.0 • Notes

Chapter 4: Retail apocalypse: reality or myth? • The on-my-terms shopper is born • Amazon Effect: killing the category killer • Overspaced, with questionable relevance • Millennials, minimalism and mindful spending • Notes

Chapter 5: End of pure-play e-commerce: Amazon’s transition to bricks and mortar retailing • Next-generation retail: the quest for omnichannel • Key drivers of convergence of physical and digital retail • Clicks chasing bricks – the end of online shopping • Amazon makes it move • Notes

Chapter 6: Amazon’s grocery ambitions: create a platform to sell you everything else • US online grocery 2.0? • Food: the final frontier and importance of frequency • Amazon’s food fight: life before Whole Foods Market • Notes

Chapter 7: Whole Foods Market: a brave new era • Applying its thirst for invention to the supermarket sector • Why Whole Foods Market? • The wake-up call • Goodbye Whole Foods, Hello Prime Fresh? • Notes

Chapter 8: A private label juggernaut: here comes the squeeze • The post-great recession mindset • Amazon’s private label ambitions • Notes

Chapter 9: Technology and frictionless retail • Customer obsession • One click to no click • Notes

Chapter 10: AI and voice: the new retail frontier • The value of recommendation • Supply chain complexity • The untapped potential of voice • Notes

Chapter 11: Store of the future: how digital automation will enrich the customer experience • Research online, buy offline • Location as a proxy for relevance • The store as a showroom • The digital customer experience • Notes

Chapter 12: Store of the future: shifting from transactional to experiential • From shop to lifestyle centre: ensuring brand values align • A place to eat • A place to work • A place to play • A place to discover, a place to learn • A place to borrow • In summary • Notes

Chapter 13: Retail fulfilment: winning the customer over the final mile • The promise to deliver • Developing the last mile • Building out the last mile

Chapter 14: The last-mile infrastructure • Last-mile labour • Growing IT infrastructure • Real estate demand • Amazon as a carrier • Fulfilment by Amazon • Race for the last mile • Remote innovation • Notes

Chapter 15: Conclusion: peak Amazon? • Notes


About the Authors:

Natalie Berg has spent many years helping retailers compete, or partner with, retail giants like Walmart and Amazon. An American speaker and retail commentator, she is former Global Research Director at Planet Retail and now runs her own consultancy, NBK Retail, specializing in retail strategy, changing shopping habits and future trends.

Miya Knights has nearly 20 years’ experience as a journalist, editor and research director specializing in enterprise technology use in retail. She has spent this time reporting on the demands and challenges faced by retailers and which technologies can best support their needs in addressing ever-more complex consumer expectations and behaviors. She also has comprehensive knowledge and understanding of vendor market trends. Prior to joining Eagle Eye Solutions as Head of Industry Insight, she was Global Technology Research Director at Planet Retail, and a Senior Research Analyst with IDC Retail Insights, having edited Retail Technology magazine for 10 years, which she now also owns and publishes. Miya is consistently ranked as one of the industry top ranked retail influencers, and has recently appeared on the BBC, ITN and Sky News, as well as regularly speaking at or moderating industry events. As a journalist Miya regularly contributed to many publications, including The Times, The Independent, Financial Times, E&T Magazine, HRZone, TechWeekEurope UK, CIO UK, Computer Weekly, IT Pro, Cloud Pro, v3.co.uk and Computing. She has a Masters Degree in English Literature and Language from the University of Oxford.

Target Audience:

Useful for e-commerce entrepreneurs and retailers.

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