BrandSensitize | Strategic Brand Evaluation & Marketing Advisory
From Books to Bots: How Amazon’s AI Flywheel Keeps Spinning Customer Delight
Amazon started as a modest, affordable online bookstore and has impressively transformed into a remarkable global billion-dollar empire, leading the e-commerce industry and consistently securing its place among the world’s premier brands.
Amazon reported total revenue of $670.038 billion for the trailing twelve months ending June 30, 2025, reflecting a 10.87% year-over-year increase. The company employs approximately 1.5 million people worldwide as of mid-2025, supporting its global e-commerce, cloud computing, and logistics operations.
Users have long trusted Amazon for its customer-first principles, a USP in today’s corporate world; Amazon has been practicing this for decades. It has built accessible platforms for both customers and partners, promoted affordable goods, ensured fast deliveries, and now, using generative AI and cloud computing, Amazon continues to elevate the overall customer experience. Factors such as CLV, CX, and NPS are an essential part of Amazon’s brand narrative.
Amazon’s brand philosophy can be summarized as relentless customer obsession, the goal to be “the most customer-centric company”, while also working to be Earth’s best employer and the safest place to work.
Key pillars that put this philosophy into practice
-
- Customer obsession over competitor focus – every initiative, from one-click checkout to Alexa, begins with the question “what’s best for the customer?
- Passion for invention
-
- Operational excellence at scale – efficiencies in logistics, cloud infrastructure, and data science keep prices low and experiences seamless, translating philosophy into daily execution.
- Long-term thinking and ownership
Amazon’s brand is uniquely characterized by its unwavering focus on customers, offering seamless, personalized experiences at scale. From one-click checkout and Alexa voice shopping to cashier-less Amazon Go stores, every interaction is designed to simplify and anticipate user needs. Unlike traditional retailers, Amazon positions itself as vital infrastructure for modern life through services like AWS, Prime, and Alexa, continually strengthening its brand with bold, innovative ideas.
The AWS Marketplace is an innovative development in cloud computing. This online platform enables customers to build applications by leveraging its advanced AI features. With a wide range of AI tools for various needs, users can easily choose from pre-made AI agents or create custom solutions using Amazon’s powerful models, ensuring maximum flexibility and control to suit their specific needs.
Amazon’s brand innovation goes far beyond products; it’s about consistently inventing on behalf of the customer. From Alexa-powered voice commerce to Amazon Go’s checkout-free experience, every innovation reinforces the core brand pillars of convenience, speed, and trust.
Amazon Prime is a subscription-based platform that offers several benefits to customers, including one-day deliveries, access to Amazon’s entertainment streaming service Prime Video, Prime Music, and its innovative e-book platform, Kindle. Amazon also owns an online live streaming platform called Twitch, which is massively popular among the younger generation.
Under his inspirational leadership, Andy Jassy, President and CEO, and his forward-looking approach to generative AI, Amazon has built a globally recognized brand that prioritizes consumer satisfaction while generating exciting new opportunities worldwide.
Comments
Keith Nicks is EVP and Chief Digital & Commercial Officer for Ahold Delhaize USA, overseeing
omnichannel marketing, retail media, and e-commerce for U.S. brands. Tim Bork is the Chief Commercial
Officer for Ahold Delhaize Europe & Indonesia, focusing on local brands and responsible for growth,
including marketing and customer experience.
With nearly €96 billion in projected 2025 revenue, Ahold Delhaize ranks among the top 10 global
retailers, operating over 6,700 stores across multiple formats, including Albert Heijn, Delhaize, Food Lion,
Giant, Hannaford, and Stop & Shop.
6,700 stores powered by one procurement platform – a scale that makes others jealous.
For customers, Ahold isn’t just a grocery retailer; it’s a trusted lifestyle partner that combines the
intimacy of local shopping with the innovation and value of global retail leadership.
Ahold’s brands, such as Albert Heijn, Stop & Shop, and Giant, represent 37 years of average customer
relationships—customers don’t just shop there; they grow up with these brands, creating emotional
connections that transcend transactions.
After gaining thirty million loyalty members, Ahold demonstrated that personalization consistently
outperforms promotion.
BrandSensitize™ research shows that Ahold Delhaize operates with a decentralized marketing and brand
building approach, where marketing functions are embedded within:
- Brand-specific leadership (each local brand has its own marketing teams.
- Regional commercial officers who oversee marketing alongside broader commercial
responsibilities. - Digital and omnichannel specialists who handle modern marketing channels.
Ahold Delhaize’s Brand Building Initiatives:
Sustainability campaign: €50M investment reached 10M consumers, delivering a 20% boost in
sustainable product sales and generating €400M in revenue.
Digital Marketing: €150M digital budget achieved 25% higher engagement, 2.6% click-through rates (vs
1.9% industry standard), and built 500K+ social media following.
Loyalty Program: 30M members across brands with 85% customer penetration, driving 75% of total sales
and contributing €1B annually—10% better retention than competitors.
Strategic Brand Partnerships: 100+ collaborative campaigns with CPG brands, including Coca-Cola,
generated €600M in additional revenue through joint promotions.
Omnichannel Investment: A $1 billion price investment initiative, combined with AI-powered
personalization, aims to achieve an 80% loyalty sales penetration by 2028.
Strategic marketing drives measurable business results—from sustainability messaging to digital-first
loyalty programs, Ahold Delhaize demonstrates that well-executed brand-building campaigns deliver
both customer engagement and bottom-line growth on a global scale.
Ahold Delhaize’s Strategic Technology Partnerships:
- W23 Global VC Fund: $125M investment with Tesco, Woolworths & others backing AI startups
like Harmonya & Protex AI - Zycus Partnership: Source-to-Pay suite powering procurement across 6,700+ stores globally
- Hanshow Technology: Electronic shelf labels + innovation labs across all European locations.
- Inmar Intelligence: $141M in customer savings delivered through personalized digital coupons.
- DoorDash Collaboration: Tripled order volumes through enhanced last-mile delivery integration.
- Internal AI Innovation: MaxiGPT, LionGPT & Albot assistants deployed across the Serbian,
Belgian, and Czech markets. - New Tech Studio: AD/01 in Bucharest targeting 250+ tech talents for digital acceleration.
Zycus has licensed its comprehensive Source-to-Pay suite to Ahold Delhaize, including eSourcing,
Contract Lifecycle Management (CLM), and Supplier Management platforms.
TCS’s relationship with Ahold Delhaize marks a mature, strategic partnership focused on digital
transformation and supply chain technology.
Wipro partnered with Capgemini as one of the most significant retail transformation initiatives in the
world at Ahold USA.
Capgemini powers Ahold Delhaize’s end-to-end transformation, developing blockchain technology use
cases for Ahold Delhaize’s supply chain and leveraging its expertise in business transformation, as well as
its understanding of Ahold’s industry and operations.
Traditional retailers, equipped with AI and Robotics, will surpass pure digital players by 2030.
The key is to position Ahold not as just another retail success story, but as the company that has
rewritten the rules of digital transformation for every traditional business watching.
Leave a Reply