The Amazon case study: From e-commerce platform to consumer ecosystem

Amazon’s India journey is an example of a global platform applying scale, technology and capital to a complex, fast-growing market — while having to continuously localise product, pricing and operations. Its marketplace + fulfilment stack, Prime membership model, content investments and seller services helped it build deep consumer and merchant relationships. By 2025 Amazon remains a dominant, highly visible player that must balance growth, regulatory compliance and unit economics while competing fiercely with Flipkart and several specialised challengers.

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