As one of the main e-commerce platforms on the planet, Amazon has evolved its e-commerce method continuously to allow it to capitalize wholly on available technologies. This is evident in the page load speeds that the agency provides as part of the elements influencing the user experience subsequent income figures. Going by the hourglass model, the internet involves four individual layers that e-commerce agencies must utilize successfully to remain competitive. This analysis evaluations the ways through which every of the four layers, namely network, transport, middleware, and software infrastructures, affects Amazon’s e-commerce strategy.
The network technology substrates layer refers to the telecommunication protocols and networks that include the cables and other hardware components necessary for enabling communication between devices within a network as well as across the internet. In this aspect, Amazon has a keen advantage through its focus on leveraging connections through satellites and fiber optic cables to improve connection speeds across its global resources. This provides it with the infrastructure that it needs to remain competitive in delivering quick services to each client while also minimizing the costs associated with maintaining this internet layer.
As the second internet layer, the transport services and representations standards provide a framework for standardized communication across devices and networks. These include standards such as the TCP/IP protocol, which provide the means for reducing conflict between the communication protocols that network devices utilize. For Amazon, the use of the IPv6 protocol for its web server addresses frees the company from the limitations of the IPv4 addressing standard. This has not only future-proofed the company’s network infrastructure but also provide it with a broader range of addresses for its growing platform.
Middleware services form a vital segment of the internet and are composed of technologies that bridge the gap between the application and transport layers. They comprise the frameworks that authenticate access to resources, secure data, manage user identities, and act as the storage repositories for data among other technologies. For Amazon, a strict conformity to top-notch data security standards also protects the company from exposure to embarrassing data breaches that reduce consumer confidence in the brand. These include the use of encryption frameworks and the adoption of technologies that ensure users of secure e-commerce experiences.
The applications layer forms the internet level that is closest to the end-user, whereby it provides an interactive framework for the use of local and networked data. The technologies involved include mobile applications, media players, and web browsers, which Amazon has utilized optimally to increase the cross-platform availability of its services. This increases the availability of the company’s e-commerce platform across multiple browsers and reduces limitations for reachability from various devices. In part, this also relates to the company’s readiness to adopt innovative technologies that allow it to remain competitive in the e-commerce industry.
As highlighted, investing in fiber optics and satellite communications provides the company with access to the bandwidth needed for its expansive network technology substrates. Its transport services and representation standards have an increased flexibility due to the use of IPv6 for its servers and network devices while an emphasis on top-notch security technologies assures customers of secure shopping experiences. The application layer represents Amazon’s user experience and the adoption of innovative technologies on this layer ensures cross-platform availability for its brand. Therefore, Amazon’s e-commerce strategy evidently revolves around its desire to remain on the cutting edge of technological advances in all four layers of its internet infrastructure.
