While being a primary online retailer, Amazon utilizes customer segmentation to their advantage to create personalized recommendations for individuals. This is done through collecting data through CRM methods. Due to their previous success in using these CRM methods and accurately locating desired products to favored individuals, Amazon has been able to open in-person stores in high-traffic shopping malls. The tracking of customer browsing and purchasing behaviors allows Amazon to notify customers of similar products via their website and email through Amazon Prime accounts. This serves as a win-win scenario as Amazon shoppers attract more favored products and Amazon generates more revenue with the boost of purchases made by loyal customers. By tracking previous purchase history, Amazon is able to suggest similar products, and it is more likely to sell by that particular customer demographic. Amazon is then able to implement promotions and discounts on items to entice buyers to shop more and pay less, thus making Amazon a desired retailer because of their practices of CRM through tracking customer behavior. The use of tracking is not only relevant with online shopping, but the methods of tracking customer behavior have proven to be successful as Amazon has been able to open many divisions of physical stores where shoppers are granted access to see and purchase desirable products in person.

Amazon implements customer surveys on their website after someone makes a purchase. The company make sure it grants shoppers multiple opportunities to review a product using a "5-star" likert scale method to showcase a customer's level of satisfaction for their purchased product. Amazon has built a "5-star" reputation by implementing CRM methods into their business model to put customer priorities above anything else. Reviews can influence future buyers, so Amazon makes sure they push-out high-quality products that receive positive reviews. The majority of consumers who shop with Amazon are happy, however their customer service team does a great job of resolving issues and putting the customer's needs first. This is why it has been stated, "Amazon has become the Google of shoppers." While assisting a customer about a product or service, the customer service team is able to collect data in real time about previous purchases or intended future purchases, which allows Amazon to effectively track their inventory. Many of their competitors have frustrated customers wait on hold during a phone call before they can be assisted, but Amazon makes it easy for customers to contact their customer service team via online, chatbox, or phone call.

Amazon uses a customer loyalty program called Amazon Prime. Amazon requires customers to pay for this loyalty program with a subscription, however it entitles Amazon shoppers with free expedited shipping, exclusive deals, groceries, gaming services, books, photo storage, ad-free music and podcasts, and a streaming service at no additional cost. Amazon prime can be purchased on a monthly or yearly basis, while serving specific demographics with discounts. Amazon is confident online shoppers will fall in love with their loyalty program, so they offer a 30-day free trial to this subscription. This is a win-win scenario as Amazon can efficiently track customer engagement and activity to recommend more relevant products while providing loyal members of Amazon Prime with promotions and discounts. Amazon is able to generate more revenue through this CRM method because it has been statistically proven that customers remain loyal after participating in the company's 30-day trial offer and first year subscriptions. Customers want the most bang for their buck when purchasing subscriptions, which is a primary reason why many Netflix subscribers cancelled when Netflix stopped household sharing. Considering the value Amazon is offering their customers, Amazon makes it difficulty for competitors to compete  with their loyalty program, all while monitoring customer activity to their benefit.