Mission statement of Amazon

| September 14, 2013

This is Amazon Inc. mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

Name Amazon.com, Inc.
Industries served Internet, Online retailing
Geographic areas served Worldwide
Headquarters U.S.
Current CEO Jeff Bezos
Revenue $ 61.09 billion (2012)
Profit $ -39 million (2012)
Employees 88,400 (2012)
Main Competitors eBay Inc., Netflix, Apple Inc., Barnes & Noble, Inc., Wal-Mart.com USA, LLC.

Amazon Inc. is an American online retailer that primarily sells products over its online marketplace and offers many other products and services through its subsidiaries. Amazon.com sells in 11 countries and ships internationally. It is one of the biggest retailers and is steadily growing every year.
You can find more information about the business in its official website or Wikipedia’s article.


Amazon mission statement 2013

“We seek to be Earth’s most customer-centric company for four primary customer sets: consumers, sellers, enterprises, and content creators.”
Does it include...?
Customers Products/ Services Markets
Yes No Yes
Technology Concern for survival Philosophy
No No Yes
Self-concept Concern for public image Employees
No No No
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Customer-oriented
No No Score
Excellence Integrity
No No 1.7/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)


Amazon mission scored only 1.7 points, which is a very low score. The company doesn’t mention its products, technology, concern for survival, self-concept, concern for public image and employees in its mission. It provides little information for firm’s stakeholders of what is the firm’s ‘reason for being’ in the business. Amazon also uses this mission as a vision statement, making it even less valuable as a communication tool. In addition, the company makes no mention of the values in the statement or somewhere else on their website (except for leadership values) so it’s a bit unclear as to what guides organizations actions or major decisions. Nevertheless, the mission is customer-oriented, inspiring and enduring.

An unofficial Amazon’s mission statement that can be found on the internet is:

“To continue to offer quality products and services using the best technology available and at a reasonable price. This results in highly loyal customers, while maintaining shareholders interest and company profits in mind. We also want to expand geographically, increasing the number of customers and to keep improving our main competitive advantage - infrastructure. By working hard and having fun we seek to offer the best working environment to our employees, promoting career opportunities, and to increase our responsibility towards environment and the society.”

This mission is not confirmed by the company and Amazon makes no mention of it in its official website. Still, it serves as a good comparison and shows how an official statement should be crafted.