Amazon - Brand Positioning

Launched in 1994 as an online book store, Amazon has developed through the years to become the quintessential online retailer. Through the years, expansion took the form of new geographies, new categories, and new businesses, with Amazon being a top-rated movie studio and online streaming company, a logistics powerhouse, and one of the top cloud services providers.
Despite that, some of the brand values are still the same, and the sense of frugality of the brand is dominant today as it was back then.
This audit refers to the Amazon retail brand and as an umbrella and endorser brand for consumer/B2B business.