• Smt. P.SAMATHA

Personalised marketing has become one of the fundamental approaches of businesses in the digital age,which requires customer engagement to achieve long-term growth. As an e-commerce pioneer, Amazon has explored the power behind personalised marketing, transformed how customers experience its services, and stands a better chance in the market. This paper will discuss Amazon’s personalised marketing strategy, particularly the usage of data analytics, recommendation systems, dynamic pricing, and delivery of personalised content. By implementing these strategies, Amazon personalises its service to specific customer tastes, and this makes shopping realistic and interesting. The study has shown that personalised marketing can help enhance customer satisfaction, loyalty, and conversions. The paper also talks about how personalised marketing affects society; how their privacy is compromised (by the collection of personal data for marketing purposes) and how their data is secured (through measures such as encryption and strict data access controls). Finally, the results indicate that personalised marketing is not only a force that contributes to the success of the business, but it also enhances the consumer experience. This paper will provide an idea of how companies can adopt very similar strategies to strengthen the relationship with customers and achieve long-lasting growth in an advanced digital marketplace.

Personalized, Digital age, Amazon, Marketing, E-commerce

"PERSONALISED MARKETING IN THE DIGITAL AGE : INSIGHTS FROM AMAZON’S SUCCESS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org), ISSN:2349-5162, Vol.12, Issue 8, page no.181-188, August-2025, Available :http://www.jetir.org/papers/JETIRHC06025.pdf

"PERSONALISED MARKETING IN THE DIGITAL AGE : INSIGHTS FROM AMAZON’S SUCCESS", International Journal of Emerging Technologies and Innovative Research (www.jetir.org | UGC and issn Approved), ISSN:2349-5162, Vol.12, Issue 8, page no. pp181-188, August-2025, Available at : http://www.jetir.org/papers/JETIRHC06025.pdf