Amazon swot analysis 2 What is SWOT AnalysisFor business it is very important to know your surrounding environment from internal and external perspective. Therefore, it is important to evaluate environment opportunities in relation to strength and weaknesses of the organizational resources, and in relation to the organizational culture. SWOT is acronym for Strength, Weakness, Opportunities and Threats. SWOT analysis isvery effective tool to analyses of environmental data and information for both, internal (strength and weaknesses) and external (opportunities and threats) factors. SWOT analysis can be used for business planning, strategic planning, investment opportunities, marketing, product development,research and for every field of business [cip13].AmazonAmazon was one of the top online book store, which is now world’s leading online retailer, even though it has competition with largest companies in the world still Amazon has a strong base of loyal customers. Amazon has an unlimited variety of products in its online stores, for example, Books, clothing, music, movies, electronics, households etc, now Amazon focusing towards brick and mortar stores for that, it has acquired Whole Foods for $13.7 billion in 2017, to compete with wall mart, Sam’s club and all other leading stores in the US. However, all those competitive advantages amazon have certain internal and external factors which effects its operations [Nic17]. To analysis those factors we will discuss SWOT analysis of Amazon.