“To continually raise the bar of the consumer experience by using the internet and technology to help consumers find, discover and buy anything, and empower businesses and content creators to maximize their success” (Amazon, 2018). Amazon’s mission statement elicits an emotional feeling that shows it desires to be that organization where people can go, giving consumers the knowledge they can rely on the company for their shopping needs. The reliance comes regardless of whether the consumer shops through online or physical stores. It calms the consumer, enabling them to focus on product selection, price, and convenience instead of where to shop.
There are two rhetorical phrases in the mission statement; the first one is “to continually raise the bar of the consumer experience,” and the second is “to help consumers find, discover, and buy anything.” The statement shows the company is committed to providing service to its consumers and is also focused on the product range, their prices, and the convenience that comes with them. Every business is established on the need to serve its consumers; therefore, the first phrase proves this about Amazon. However, through the second phase, the company takes a step further into its service by showing its consumers its intention to help consumers find anything, discover, and purchase.
Amazon’s target audience is anyone 14 years and above, with the understanding that the products are available on its online store and its region stretches far beyond the United States. Based on the discussed emotions and rhetoric, Amazon appeals to every person who can decide to purchase any product either through the internet or at its retail stores. The feelings would work well to convince the consumers since the organization has a good understanding of consumer data and uses it subtly to persuade them to purchase their products.
Reference
Amazon. (2018). Our mission. UK About Amazon.