Site
is primarily Business to Consumer although there is the facility for a company
to purchase from Amazon making it pseudo Business to Business. Amazon also offer
a Consumer to Consumer portal that allows individuals to sell their second hand
products such as book and CD/DVD's to other consumers with Amazon taking their
cut of the profit.
Amazon has some seven or more sites offering an international flavour in that they have sites specifically for China, Japan, Germany, France, Canada, UK and the United States, though its not beyond the bounds of reason to consider that other countries my use the English version or any other of the listed language sites to make purchases making it a truly international site.
From a demographic perspective the site requires payment by credit and debit cards so the user will require being at least sixteen years of age to use a debit card with an appropriate bank account or eighteen for a credit card, even a kindly parent with flexible plastic.
The site has been designed simply in a graphical and usability sense to appeal to male and female, single or married, young and old alike of all ethnic types and at any educational level that is comfortable with using the internet.
The psychographic analysis of the user of this site leans toward the working/middle class element of society. The user could well be either extrovert or introvert, the web being well suited to the introvert psyche as no verbal intercourse is required.
Although a technology provider it would be wrong to say that Amazon are new product trail blazers they are more suited to the followers who are quite happy to wait a few months and get it cheap on Amazon.
Like all websites that sell products, Amazon will be most suited to those who are comfortable with the technology and comfortable with the idea of sending confidential information, i.e. credit card details, addresses etc. across the internet.
Psychographic attributes that interest Amazon are loyalty. Amazon target users who will become a frequent buyers, users who are ready to buy, they come to Amazon because of its reputation as a supplier who's prices are good and are able to deliver quickly. The user will be enthusiastic about the site probably spreading the word on behalf of Amazon and will therefore be a repeat user of the site happy to search through all the possible listings Amazon provide in response to their search criterion.