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Amazon’s Mission, Vision, and Values

The mission is the organization’s purpose that distinguishes it from other companies in the market. Thus, the company’s mission should answer three questions – What does the company do? How does it do? For whom does it do? In turn, the organization’s vision answers the question “What does success look like for the organization? Thus, if the company’s mission is what it is now, then the vision is what the company wants to become in the future. As for values, this is what the company believes in and its philosophy. They guide the organization and determine its behavior.

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Nowadays, Amazon is one of the fastest-growing companies. The mission statement of Amazon is “to continually raise the bar of the customer 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” (About Amazon Staff, n.d., Thus, the company’s mission is related to expanding digital opportunities for customers and enterprises. It will improve the standard of living of people, as well as the economic competitiveness and productivity of the company in a global economy.

Amazon’s vision statement is “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online” (Amazon Mission, Vision & Values, n.d., The vision statement redefines the desired reputation the company wants to achieve. Thus, the main components of Amazon’s vision are customer focus and global presence. Amazon core values include customer obsession, ownership, invent and simplify, are right, a lot, learn and be curious, hire and develop the best, insist on the highest standards, think big, bias for action. Furthermore, frugality, earn trust, dive deep, have backbone, disagree and commit, deliver results, strive to be Earth’s best employer, and success and scale bring broad responsibility also relate to the company’s values (Leadership Principles, n.d.,

Every organization must be guided by a clear strategy to succeed. Vision, mission, and values form the basis for building the organization’s strategic foundation. By identifying and understanding how values, mission, and vision interact with each other, an organization can create a well-thought-out and successful strategic plan that leads to competitive advantage. Moreover, by developing clear and meaningful mission and vision statements, organizations can powerfully communicate their intent and inspire people inside and outside the organization to understand its goals and align their expectations and goals with a shared sense of purpose.


About Amazon Staff. (n.d.). Our mission. Amazon. Web.

Amazon Mission, Vision & Values. (n.d.). Comparably. Web.

Leadership Principles. (n.d.). Amazon. Web.

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