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Amazon continues to reinforce its position as a key competitor in the smart home market, crafting a strategy that propels the company’s core e-commerce business through the use of AI and smart home devices and services.


  • Amazon’s business model revolves around the supply of proprietary products and services as well as the promotion of a marketplace for third-party smart home products and services.
  • The continued expansion of its ecosystem of partners and developers through multiple tools and incentives has been crucial to consolidate the role of Alexa as a key enabler of smart living.
  • Amazon is constantly experimenting with Alexa, trying to find new ways to make money while enhancing the customer experience.

Features and Benefits

  • Analyze how Amazon has defined an end-to-end approach to the smart home that guarantees commercial gains across multiple business formats and ubiquity at home.
  • Explore how Amazon has made progress by supporting more languages and shipping its devices to more countries.
  • Identify how the company has significantly expanded its product portfolio, organically and inorganically, gaining ground as a key controller of the smart home through Alexa.

Key questions answered

  • Why has Amazon developed a business model that offers an end-to-end approach to the smart home?
  • Why does Amazon continue to invest in the development of Alexa?
  • How has Amazon been successful in forming a rich ecosystem that syncs well with Amazon’s proprietary products and services?

Table of contents


  • Introduction
  • Download 1: Smart Home Case Study: Amazon consolidates its position in the smart home market

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