The Amazon brand refers to the degree of consumer awareness of Amazon products and product lines.

The essence of a brand is that the brand owner's products, services or other advantages over competitors can bring equal or higher value to the target audience than competitors. The value includes: functional benefits and emotional benefits.

The Amazon brand is an intangible asset with economic value, which uses abstract, unique and recognizable mental concepts to express its differences, thereby occupying a certain position in people's consciousness. Brand building is a long-term process.