The Mobile Experience of Amazon: Redefining Retail through Mobile Apps and Services

This final research project gives the opportunity to investigate a mobile media topic of their choice and to apply the conceptual knowledge acquired in this course.

Select one of two approaches:
1) an ethnographic study based on direct observation or 2) an analytical research paper based on textual sources.

Whether conducting an ethnography study or analytical research paper, your final research paper should include the following sections:

Introduction: What is your specific topic? Why is it important?
In this section, you should clearly describe the issue, behavior, or social phenomena you are studying. You should also explain why this topic is relevant and important. In other words, why should the reader care about this topic? Finally, you should clearly state how your paper will answer these questions. It is often helpful to state what your paper will analyze in the sections below. For example, “In the following paper, I will examine mobile phone use and the problem of phubbing, drawing attention to issues of subtopic x, y, and z.”

Literature review: What have others written about this topic? What other concepts or ideas help to understand your topic?
In this section, you should summarize the research of other scholars who have studied the topic you are addressing. This means you will locate relevant scholarly research and discuss the important concepts and key findings in each of these works. This is important because your analysis should be anchored in these concepts and findings. If you are conducting an ethnographic study, you should connect your research to what others have already written. How do your findings confirm, refute, or complicate these existing concepts or findings? If you are writing an analytical research paper, this section should be used to link your topic to broader issues that other scholars have written about. How does your topic relate to key issues involving mobile communication?

Analysis: What are the specific issues that you are studying in this paper? What has your research revealed?
In this section, you should clearly state the specific topic you are examining and share your findings. Often the findings can be grouped into several subtopics or subthemes. For example, “phubbing” might involve subthemes such as description of the behavior itself, reaction of those affected, and the social effects or outcomes. This would be a cluster of three subtopics. In this way, identify 2-4 subtopics and use these subtopics to organize your analysis.

Important: This section should draw upon the “evidence” you have collected in your research! If you have conducted an ethnographic study, this section should report the details of your observations and findings. If you are writing an analytical research paper, this section should draw upon scholarly research (journal articles, book chapters, books written by academic researchers) as the foundation of your analysis.

Conclusion: What did your research reveal? Why is this topic significant?
Here, you should provide a summary of your main findings and remind the reader why this topic is important.

My topic is Amazon, focusing on mamazon obile experience and the importance Amazon apps and mobile services (e.g., returns at Wholefoods using mobile scans). In other words, how does the mobile Amazon experience differ from online retailing in general? 

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Sample Answer


Title: The Mobile Experience of Amazon: Redefining Retail through Mobile Apps and Services


In this paper, we will examine the specific topic of the Amazon mobile experience and explore the significance of Amazon apps and mobile services in redefining the landscape of online retailing. The rise of mobile technology has revolutionized the way consumers interact with e-commerce platforms, and Amazon has emerged as a dominant force in this domain. This paper aims to shed light on the unique features and benefits of the Amazon mobile experience, emphasizing how it differs from traditional online retailing and why understanding this distinction is crucial in today’s digital era.

Literature Review

Numerous scholars have explored the impact of mobile technology on e-commerce and its implications for retailers. Research has shown that mobile apps and services play a pivotal role in enhancing customer experience, convenience, and engagement. For instance, studies by Phang et al. (2019) emphasize the importance of mobile apps in driving purchase intention and customer loyalty. Additionally, research by Kim et al. (2016) illustrates how mobile services, such as scanning for returns at Whole Foods, streamline the customer journey, resulting in increased satisfaction and efficiency.


Enhanced User Experience: The mobile experience of Amazon offers several advantages over traditional online retailing. Through the Amazon app, customers can access a wide range of products, personalized recommendations, and convenient search features. The user interface is optimized for mobile devices, ensuring seamless navigation and intuitive browsing. Moreover, features like one-click purchasing and voice-controlled assistants, such as Alexa, add to the convenience and efficiency of the mobile experience.

Mobile Services: Amazon has introduced innovative mobile services that further differentiate its mobile experience from other online retailers. The integration of Whole Foods into the Amazon ecosystem allows customers to use their mobile devices to scan items for returns, creating a seamless offline-to-online integration. Moreover, Amazon’s mobile services enable features like real-time package tracking, secure payment options, and personalized notifications, enhancing customer satisfaction and trust.

Augmented Reality (AR) and Virtual Reality (VR): Amazon has also leveraged emerging technologies like AR and VR to enhance the mobile shopping experience. By integrating AR capabilities into its app, customers can visualize products in their own environment before making a purchase decision. This immersive experience bridges the gap between online shopping and physical retail by providing a more realistic representation of products.


The mobile experience provided by Amazon has revolutionized online retailing by leveraging mobile apps and services to enhance customer experience, convenience, and engagement. Through its user-friendly interface, personalized recommendations, and innovative features such as scanning for returns at Whole Foods, Amazon has successfully differentiated itself from other e-commerce platforms. Furthermore, the integration of AR and VR technologies adds an element of interactivity and realism to the mobile shopping experience. Understanding the unique aspects of the Amazon mobile experience is essential for retailers to adapt to changing consumer preferences and harness the potential of mobile technology in the digital age. By embracing these advancements, retailers can create a seamless and engaging mobile experience that meets the evolving needs of customers.


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