LAST-MILE DELIVERY IMPACT ON RETAIL MARKETING AT AMAZON

This paper looks into the impact of last-mile delivery on the efficacy of retail marketing, with a particular focus on Amazon. The final stage of the supply chain, known as "last-mile delivery," is the direct delivery of products to customers. This stage is critical for customer happiness, brand loyalty, and purchasing decisions. The paper looks into how consumers make purchases and how Amazon maintains its competitive advantage in the retail industry. This is accomplished through the use of excellent logistics infrastructure, real-time tracking, a range of delivery alternatives, and fast delivery services. The paper also looks into challenges linked with last-mile delivery, such as traffic congestion, environmental concerns, high pricing, and service dependability. The paper uses secondary data and consumer perception analysis to show the relationship between marketing effectiveness, service quality, and delivery timeliness. The findings show that Amazon's industry leadership is significantly improved, repeat business is encouraged, and customer happiness is substantially benefited by its speedy last-mile delivery. According to the survey, last-mile logistics must constantly innovate in order to maintain growth and compete in the ever-changing retail business.