Amazon Mission Statement 2023 | Amazon Mission & Vision Analysis

Amazon’s wide assortment and excellent customer service make it one of the world’s largest e-commerce enterprises. Mission and vision statements drive the company’s operations and decision-making, ensuring its success. Amazon’s goal and vision reflect its customer focus, innovation, and long-term thinking principles.

Amazon aims “to be Earth’s most customer-centric company, where customers can find and discover anything they might want to buy online.” The company’s mission stresses excellent customer service and a wide product range. Amazon aims “to be the most customer-centric company in the world, where customers can find and discover anything they might want to buy online.” This vision statement shows the company’s goal to be the best in the business by offering innovative products and services to clients.

Amazon’s goal and vision show that the corporation prioritizes customer service, innovation, and long-term thinking while offering a wide range of products. The company’s mission and vision statements guide its growth and performance, ensuring it continues offering excellent products and services while upholding its fundamental values. Amazon’s goal and vision emphasize customer focus, innovation, and long-term thinking.

Amazon Mission Statement 2023, Amazon Mission and Vision Analysis, Amazon Mission Statement 2022, Amazon Missions, Amazon Mission and Vision Statement, Amazon Mission and Vision

Amazon 2023 Mission and Vision Analysis Amazon, with a $1 trillion market worth and presence in over 200 countries, leads in technology, innovation, and customer service. Amazon’s purpose, vision, and fundamental values impact its activities and culture; therefore, understanding them is crucial. This article will explore these remarks and their implications for Amazon and its stakeholders. See also: Adidas Mission and Vision Statement 2023

About Amazon

Amazon is one of the largest online retailers in the world, founded in 1994 by Jeff Bezos. The company started as an online bookstore but has since expanded into selling various products and services, including electronics, clothing, and streaming video.

Amazon is known for its fast and reliable delivery, competitive pricing, and popular Prime subscription service, offering its members free shipping and other benefits.

Additionally, Amazon has diversified its business by investing heavily in cloud computing, artificial intelligence, and other emerging technologies.

   AME Amazon, Inc.  

  FOUNDED 1994  


  SIC CODE 5942  

  STATUS Public Independent Company of NYSE  

  INDUSTRY SECTOR eCommerce, cloud computing  

  EMPLOYEES 650,000  


  Amazon Mission Statement

Amazon’s mission statement is “to be Earth’s most customer-centric company, Earth’s best employer, and Earth’s safest place to work.” It’s a multi-faceted statement that outlines the company’s aspirations to be the best in several areas. Let’s break down each component of the information to understand its meaning in detail:

  • “Earth’s most customer-centric company”: This phrase signifies Amazon’s commitment to putting its customers first. It aims to provide the best possible experience to its customers by offering a vast selection of products, competitive prices, fast and reliable delivery, and excellent customer service. The focus on being “Earth’s” most customer-centric company also implies that Amazon aims to have a global impact and serve customers worldwide.
  • “Best employer”: This component highlights Amazon’s desire to be an exceptional workplace for its employees. It seeks a positive work environment, fair compensation, growth opportunities, and a supportive culture. By aiming to be the best employer, Amazon hopes to attract and retain top talent, which can ultimately drive the company’s success.
  • “Safest place to work”: The phrase “safest place to work” indicates that Amazon is committed to ensuring the safety and well-being of its employees. It emphasizes creating a workplace free from physical harm, harassment, or discrimination. By prioritizing safety, Amazon hopes to foster a culture of trust and respect among its employees.

In summary, Amazon’s mission statement reflects the company’s core values of customer obsession, employee satisfaction, and safety.

By striving to be the best in these areas, Amazon hopes to build a strong reputation and maintain its position as a global leader in e-commerce and technology.

Amazon Vision Statement

Jeff Bezos, Amazon’s founder and CEO, has discussed the company’s long-term ambition. Bezos told shareholders in 2016: “We will continue to focus relentlessly on our customers, innovate on their behalf, and invest aggressively in opportunities that enable us to meet and exceed their needs.”

Amazon prioritizes customers in all it does. The company innovates and invests in new technology and services to anticipate and meet customer needs. Amazon wants to stay competitive and grow by prioritizing customer pleasure and innovation.

Amazon has values and culture-based principles in addition to its mission. These values include customer passion, ownership, action, frugality, and long-term thinking. Amazon uses these principles to make judgments and act toward its long-term goal of being the most customer-centric organization.

Amazon Core Values

Amazon’s core values are guiding principles underpinning the company’s culture, decisions, and actions. Let’s analyze each of these values to understand their meaning and significance:

  • Customer Obsession: Amazon places its customers at the center of everything it does. This value emphasizes the importance of understanding and anticipating customers’ needs and going above and beyond to exceed their expectations.
  • Ownership: Amazon encourages employees to take ownership of their work and act like company owners. This value emphasizes accountability, initiative, and responsibility for the company’s success.
  • Invent and Simplify: This value reflects Amazon’s culture of innovation and its commitment to making things easier for its customers. It encourages employees to think creatively, challenge the status quo, and simplify complex problems.
  • Are You Right A Lot? Amazon values decision-making based on data and analysis. This value emphasizes making informed decisions, testing hypotheses, and learning from mistakes.
  • Learn and Be Curious: Amazon values continuous learning and encourages employees to seek new knowledge and experiences. This value reflects the company’s commitment to innovation and improvement.
  • Hire and Develop the Best: Amazon prioritizes hiring top talent and investing in their development. This value reflects the company’s belief that great people are essential to success.
  • Insist on the Highest Standards: Amazon has a culture of excellence and a commitment to delivering high-quality products and services. This value emphasizes the importance of setting and maintaining high standards in all areas of the company.
  • Think big: Amazon encourages employees to think creatively and aim for ambitious goals. This value reflects the company’s long-term vision and willingness to take risks and pursue bold ideas.
  • Bias for Action: Amazon values speed and agility in decision-making and execution. This value emphasizes taking action quickly and decisively, even in the face of uncertainty.
  • Frugality: Amazon values efficiency and resourcefulness and encourages employees to do more with less. This value reflects the company’s commitment to minimizing waste and optimizing its operations.
  • Earn Trust: Amazon values integrity and transparency and seeks to earn and maintain the trust of its customers and stakeholders. This value reflects the company’s belief that trust is essential to building strong relationships and achieving long-term success.
  • Dive Deep: Amazon values thoroughness and attention to detail and encourages its employees to delve deeply into issues and opportunities. This value reflects the company’s commitment to data-driven decision-making and belief that a deep understanding of a problem is essential to finding the best solutions.

Together, these values represent Amazon’s culture and philosophy, guiding the company’s decisions and actions as it works to achieve its long-term goals.

Amazon Mission Statement History

Here is a grouping outline of Amazon’s mission statement history by year, from new to old:

  • Today: Amazon’s mission statement is “To be Earth’s most customer-centric company, best employer, and safest place to work.” This mission statement reflects the company’s focus on customer satisfaction, employee well-being, and safety.
  • 2018: 2018 Amazon updated its mission statement to “To be Earth’s most customer-centric company where people can find and discover anything they want to buy online.” This mission statement emphasized the company’s commitment to customer satisfaction and its focus on providing a wide selection of products.
  • 1997: Amazon’s original mission statement, published in its initial public offering (IPO) prospectus in 1997, was “To be the world’s most customer-centric company, where customers can find and discover anything they might want to buy online.” This mission statement reflected Amazon’s early focus on providing customers with a convenient and user-friendly online shopping experience.

Over the years, Amazon’s mission statement has evolved to reflect the company’s changing priorities and goals. However, throughout its history, the company’s mission has consistently emphasized its commitment to customer satisfaction and its desire to be a leader in online retail.


In conclusion, Amazon is a company that has established itself as a global leader in online retail and a pioneer in technology and innovation.

The company’s mission, vision, and core values reflect its commitment to customer satisfaction, employee well-being, and excellence in all operations.

From its early days as an online bookstore to its current position as a major player in e-commerce, cloud computing, and artificial intelligence, Amazon has focused on innovation, growth, and customer service.

As the company continues to evolve and expand, its mission and values will undoubtedly guide its actions and shape its future.


Amazon’s slogan is Work hard. Have fun


Amazon’s main headquarters are in Seattle, Washington, in the United States.


  • Achtenhagen, L., Melin, L., & Naldi, L. (2013). Dynamics of business models—strategizing, critical capabilities, and activities for sustained value creation Long-range planning, 46(6), 427–442.
  • Amazon: Home
  • Babnik, K., Breznik, K., Dermol, V., & Trunk Irca, N. (2014). The mission statement: an organizational culture perspective, Industrial Management & Data Systems, 114(4), 612–627.
  • Barchiesi, M. A., & La Bella, A. (2014). An analysis of the organizational core values of the world’s most admired companies Knowledge and Process Management, 21(3), 159–166
  • CMPE, T. W. B. (2013). Vision problems? The Journal of Medical Practice Management, 29(2), 110.
  • Dahlgaard-Park, S. M. (2012) Core values—the entrance to human satisfaction and commitment Total Quality Management & Business Excellence, 23(2), 125–140.
  • Eși, M. C. (2014). The mission statement of the business organization concerning the economic market requirements. The USV Annals of Economics and Public Administration, 14(2-20), 131–138
  • Madu, B. C. (2013) Vision: The relationship between a firm’s strategy and business model Journal of Behavioral Studies in Business, 6, 1.
  • Rajasekar, J. (2013). A comparative analysis of mission statement content and readability. Journal of Management Policy and Practice, 14(6), 131–147
  • Rosemann, M., & vom Brocke, J. (2015). The six core elements of Business Process Management In Handbook on Business Process Management 1 (pp. 105–122), Springer, Berlin, Heidelberg
  • Rutherford, M. A., Parks, L., Cavazos, D. E., & White, C. D. (2012). Business ethics as a required course: Investigating the factors impacting the decision to require ethics in the undergraduate business core curriculum Academy of Management Learning and Education, 11(2), 174–186.
  • Salem Khalifa, A. (2012). Mission, purpose, and ambition: redefining the mission statement. Journal of Strategy and Management, 5(3), 236-251
  • Schwartz, M. S. (2013). Developing and sustaining an ethical corporate culture: The core elements Business Horizons, 56(1), 39–50
  • Ullah, A., & Lai, R. (2013). A systematic review of business and information technology alignment, ACM Transactions on Management Information Systems (TMIS), 4(1), 4
  • Zwetsloot, G. I., Van Scheppingen, A. R., Bos, E. H., Dijkman, A., & Starren, A. (2013). The core values that support health, safety, and well-being at work Safety and Health at Work, 4(4), 187–196.