Since 1994, Amazon.com has slowly grown from a simple online book reseller to a consumer-loved technology-building retail juggernaut. From its earliest conception, the company has used rhetorical strategies to help build and advance the brand; even the name “Amazon” was a strategic move, designed to conjure images of an exotic adventure while maintaining alphabetical dominance.
Amazon’s brand strategy has changed over time to reflect the changing values and scope of the company, but the principles of its rhetoric have more or less remained the same. With a constant appeal to users’ emotions and a straightforward logical reasoning, Amazon has built its reputation to a level most companies can only dream about.
Ethos (Authority)
Amazon, despite its massive authority on the web, doesn’t spend much time developing its Ethos specifically. This may come as a surprise, since many technological companies attempt to flaunt their Ethos as a strategy to improve their position as a thought leader and as a reliable platform. Instead, Amazon focuses on building trust and loyalty from its customers and suppliers through emotional appeals and a subtle projection of elementary reasoning.
Pathos (Emotion)
Online retailing can often be an impersonal, alienating experience, but Amazon makes efforts to make sure every user feels perfectly at home on the platform. Amazon makes a primary commitment to user experience, ensuring the navigability of the site and the detailed customer reviews imbue users with a sense of comfort and reassurance.
Amazon also features a money-back guarantee for almost all purchases, and touts its frustration-free packaging. Marketing their packaging standards makes users feel closer to Amazon from a convenience standpoint, and also enhances users’ perceptions of Amazon as a “green” company.
Logos (Logic)
More than any other rhetorical strategy, Amazon uses Logos. Amazon’s nature allows it to form almost every conceivable type of user experience, including business to consumer, business to business, consumer to business and even consumer to consumer. Its offering of nearly every possible item in existence and its competition-friendly listing style are logically structured so that users feel they are always making the most informed choice—without sales speak. Coupled with Amazon’s constant technological innovations, Amazon’s marketing targets users with a logical appeal.
Amazon remains at the top of the online commerce world, and will likely continue its emotional commitment and logical superiority.
