Books Were Never the Endgame
Since its founding nearly three decades ago, Amazon has reached near mythic status for its superior service and customer service strategies.
Under the leadership of founder Jeff Bezos, Amazon defined its culture around "customer centricity, putting the customer at the center of everything we do, [and] invention."
Today, that legacy continues under CEO Andy Jassy, who said in a recent shareholder letter: “Apart from the financial results, we made our customers’ lives meaningfully better and easier.” (source)
Now it’s time for you to leverage what Amazon has learned works – and doesn’t – to take advantage of their top customer service strategies you can steal from Amazon for your organization. And remember – no matter what industry or business you’re in, you’re competing with Amazon’s customer experience in the eyes of your customers anyhow – so you should consider adapting some of these customer service secrets from Amazon for your brand.
1. Start everything with a core commitment to the customer.
Customer service strategy is in the DNA of Amazon. In fact, you could argue that it is the DNA. Read the company’s vision/mission statement and you will see the words: “to be earth’s most customer-centric company.” It’s a mission first championed by Bezos, and one that Jassy has made clear still guides every major decision today. With a laser-focus on customer experience and service as guiding strategic forces, it’s no surprise that Amazon has risen to the top.
2. Build a corporate culture that knows how to listen.
Because CEO decisions aren’t enough, Amazon makes sure that people in the company internalize the vision. Whether entry level or executive, many Amazon employees have opportunities to attend two days of call-center training. The goal: get them to learn how to listen – not just talk – to customers. When you listen, you understand. And through understanding, you can take the appropriate steps to meet the needs of your customers.
3. Give your users the power of DIY service.
Amazon has an incredibly detailed yet easy-to-navigate help center, which lets you drill deep into a number of specific concerns. Under the hood, there are thousands of articles, but the surface experience is streamlined, visually appealing, and in sync with the website’s shopping experience where users search by category or by specific need. With streamlined help and customer service paths, shoppers save time and feel empowered as they find their own solutions.
4. Nurture a community of fellow customer support.
Sometimes, it takes a village to solve a problem. Through hosting numerous forums, Amazon has made it easy for shoppers to tap into the wisdom of the crowd to get their customer support. The benefits are numerous. When customers help one another, Amazon’s service representatives can handle customer requests at a faster pace. And those users who do help one another get the satisfaction that comes with knowing they are part of a community.
5. Make personal interactions an easy option.
If Amazon’s self-service tools or community forums can’t solve the problem, customers still have easy access to real support, without the frustration of long hold times or rigid service windows.
Through the mobile app or website, shoppers can choose to chat with an agent, send an email, or request a callback. The experience is designed to feel seamless and responsive, meeting customers where they are and letting them pick the method that works best for them.
At the same time, AI-powered assistants help answer common questions quickly, and when human help is needed, it’s handed off smoothly. Even Alexa plays a role, allowing customers to check orders, ask questions, or get help with simple requests, all by voice.
6. Help your buyer stay connected – wherever they are, whenever they want.
Mobile is no longer just part of the customer journey—it is the customer journey. Amazon’s mobile-first approach has set the standard, especially impressive given the breadth of its catalog. The experience is fast, intuitive, and consistent, from smart search and clean navigation to features like auto-fill, 1-click ordering, and Prime benefits. Convenience isn’t just a bonus—it’s what customers now expect.
And Amazon continues to raise the bar. With innovations like Dash Replenishment, which automatically reorders household items through connected devices, and an expanding network of same-day delivery and even drone pilots, the company is redefining what “anytime, anywhere” service truly looks like.
7. Foster relationships between customers and brands.
Amazon also wins points for advocating for the consumer when there is a problem with a vendor’s product or delivery process. In addition, the company builds relationships between its shoppers and hosted brands. And Amazon Exclusives is an initiative for entrepreneurs who want to promote their story. In the spirit of a crowdfunding website, the videos help shoppers feel more personally connected to companies and their products.
8. Make customer needs be the driver of innovation.
It’s important to remember that in 1994 when Amazon first started, the idea of making a purchase through “the information superhighway” was still new. Customers had to learn to trust the method of buying something online — a challenge Bezos met largely because he placed such strong emphasis on customer service. But books were never the end game for Amazon.
Since then, the company has obviously expanded into other products and services to meet its shoppers’ content needs such as streaming and digital downloads. The company has also created its own products and services (Amazon Prime, the Kindle, Alexa…).
And it hasn't stopped there more recently, Amazon has entered the grocery and healthcare markets with acquisitions like Whole Foods and One Medical. Amazon Clinic and Amazon Pharmacy are reimagining what convenience means in healthcare, while its AI-driven recommendation engine has become a standard in personalization. The lesson here? When you start with customer needs, your innovation roadmap writes itself.
The takeaway? Never get comfortable with your success. Customer preferences are always evolving and always will—so let their needs drive your innovation.
Final Thoughts
Amazon didn’t build its reputation on one big idea, it built it on a relentless commitment to making things easier, faster, and better for customers. From culture to technology to the tiniest process detail, every decision is filtered through the lens of customer value.
That’s the real lesson. You don’t need Amazon’s size or infrastructure to apply these principles. You just need the mindset. Because no matter what you sell or how you serve, your customers are already comparing you to the best experiences they’ve ever had—and chances are, Amazon is on that list.
The opportunity isn’t to copy them. It’s to learn from them—and use what works to raise the bar for your own customer experience.
