Developer Communications - Amazon (2)

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Developer Communications - Amazon (2)

Through its taglines on its Amazon Developer Services website and AWS for Fintech webpage, Amazon conveys to developers and fintech companies its value propositions and key messages. The taglines highlight Amazon's offerings, the reasons developers and fintech companies choose Amazon, and the actions that Amazon wishes developers and fintech companies will pursue.

Taglines for Developers

  • Some core value proposition and key messages identified in the previous research for Amazon are taglines, while some are not.
  • Amazon communicates to developers primarily through its Amazon Developer Services website, blog, and social media accounts on Facebook and Twitter.
  • Amazon's core value proposition for developers is the provision of tools, sample code, and documentation that developers can use to build or develop natural voice experiences, Android apps and games, reordering experiences, and other applications. This core value proposition is evident in the taglines that Amazon uses to sum up its developer services and technologies, which are categorized into the following lines: Amazon Alexa, Amazon Appstore, Amazon Dash Replenishment, and AWS Developer Center.
  • In conveying its core value proposition to developers, Amazon uses the following four taglines:
  • These are the taglines that are displayed front and center on the homepage of Amazon Developer Services. They convey what Amazon Developer Services has to offer.
  • A deeper examination of the websites of Amazon Alexa, Amazon Appstore, Amazon Dash Replenishment, and AWS Developer Center also reveals a number of insights into Amazon's key messages to developers. The key messages, of course, vary across the four service categories and the various target segments. Some of them convey a call to action (e.g., a call to publish app through Amazon Appstore, a call to build Alexa devices).
  • For example, Amazon conveys on its Amazon Appstore website that developers should choose Amazon Appstore because it will give them the following benefits: quality reach, unique ways to earn money, and hassle-free publishing. Amazon highlights that through Amazon Appstore, developers will be able to "reach millions of new customers", publish their app in more than 236 countries and territories, and use Amazon's shopper network to their advantage.
  • Amazon also explains on its Amazon Dash Replenishment website why developers should use Dash Replenishment. It highlights that with Amazon Dash Replenishment, developers will be able to delight their customers, build a recurring revenue stream, and implement reordering with ease.
  • Amazon highlights the following on its AWS Developer Center website to convey what AWS Developer Center is for. It highlights that AWS Developer Center is a venue where developers can get up to speed on the most recent AWS development news, explore available tools, and connect with other members of the AWS developer community.
  • Amazon has not used any tagline on its Amazon Alexa homepage, but it highlights on this page that developers can use Amazon Alexa for the following purposes: Alexa skills creation, Alexa device development, solution provider engagement, and enterprise solution development.
  • Each Amazon developer service category has its own target segment/s. For example, Amazon Alexa targets skill builders, device makers, and solution providers, Amazon Appstore targets Android app developers, and AWS Developer Center targets AWS developers who use any of the following programming languages: Java, Javascript, C#, PHP, Python, Ruby, Go, and C++.

Taglines for Fintechs

  • Some core value proposition and key messages identified in the previous research for Amazon are taglines, while some are not.
  • Amazon communicates to fintechs primarily through its AWS for Fintech webpage.
  • Amazon's core value proposition for fintechs is the provision of business and technology solutions that can help fintech companies get started, scale up, or complete their exit strategy. This core value proposition is evident in the following tagline that Amazon uses to sum up its service for fintech companies.
  • This tagline is supported by an explanation of "why fintechs build on AWS." Based on this explanation, fintechs use AWS because it enables them to do the following: bolster security postures, expedite data-driven decision-making, offer excellent customer service, scale globally and remain compliant at the same time, and collaborate with fintech experts.
  • Amazon's key messages for fintechs center on encouraging fintechs to explore the top AWS use cases for fintechs, the reasons fintechs use AWS, the free online training and the go-to-market resources that AWS provides, and the upcoming AWS events for the fintech community.
  • Amazon uses the following taglines to convey the top AWS go-to-market programs for fintech companies.
  • Through its messaging on its AWS for Fintech webpage, Amazon urges fintech companies to be a part of its AWS fintech community.

Research Strategy

In identifying the desired taglines, we used an article about value proposition, positioning, and messaging as a guide. This article explains the difference between value proposition and messaging.
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