A Comparative Analysis of Marketing Strategies: Flipkart and Amazon in the Indian E-Commerce Landscape

S. Pooja Laxmi, S. Tamilselvan

E-Commerce; Marketing Strategies; Flipkart; Amazon; Comparative Analysis; Consumer Behavior.

The Indian e-commerce market, characterized by intense competition and rapid growth, is dominated by Flipkart and Amazon. This study conducts a comparative analysis of the marketing strategies employed by these two e-tail giants. The research examines their approaches across key dimensions, including digital marketing, pricing, customer engagement, brand positioning, and promotional tactics during festive sales. Utilizing a mixed-methodology, primary data was collected from a sample of 150 respondents, supplemented by secondary data from industry reports and company analyses. Findings indicate that while Amazon leverages its global brand identity, technological infrastructure, and a customer-centric model, Flipkart employs deeply localized campaigns, aggressive discounting, and strategic partnerships to resonate with the Indian consumer base. The analysis reveals that both strategies are effective yet distinct, catering to slightly different consumer preferences and perceptions. This study provides insights into how global and domestic players tailor their marketing mix to achieve competitive advantage in the dynamic Indian digital marketplace.

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