SWOT Analysis of Amazon Prime Video 

Amazon Prime Video is a video streaming, subscription video-on-demand, and over-the-top media service American platform and company. Amazon launched the Amazon Prime Video platform in 2006 under the name of Amazon Unbox and Amazon Video-on-demand. Today, we’ll discuss the SWOT analysis of Amazon Prime Video; it outlines strengths and weaknesses; opportunities and the threats that the company has to face; as a business strategy analysis example company.

Products and services portfolio of Amazon Prime Video

  • Digital video content distribution
  • Video-on-demand
  • Streaming media channel
  • TV production and distribution
  • Film production and distribution

Subsidiaries of Amazon Prime Video

  • Video Direct

Parent Company of Amazon Prime Video

  • Amazon

Statistical facts and figures of Amazon Prime Video

  • Users – 220 million (2023)
  • Growth rate forecast – 250 million subscribers (2027)
  • Network – 25 countries
  • Annual revenue – 40.2 billion USD (2023)

Competitors of Amazon Prime Video

  • Netflix
  • Disney +
  • Facebook
  • YouTube
  • OTTO
  • TikTok
  • Hotstar
  • ESPN
  • Hulu

The SWOT analysis of Amazon Prime Video would analyze the internal strengths and weaknesses of the company; and external opportunities and threats that the brand has to face. Here’s Amazon Prime Video SWOT analysis as a business strategy analysis example company as follows;

Strengths of Amazon Prime Video 

Some of the main internal strengths in the Amazon Prime SWOT analysis example company as business strategy analysis are as follows;

Large Network

Amazon Prime Video has established a very large network comprising over 220 million subscribers as of 2024. The video streaming platform is operating its business in roundabout 25 countries across the globe. According to an estimate, the platform will reach 250 million subscribers by the end of 2027.

Internet Connection Access

Amazon Prime Video streaming platform is easily and conveniently accessible over the internet. Users and subscribers could access the platform and watch their favorite video shows from anywhere without requiring any cable connection access. In fact, the video content of streaming platforms is supportive of various types of media devices.

Easy and Convenient Membership

The video content of Amazon Prime Video is available both for free users and paid subscribers. The free users would have access to the limited video content along with advertisements. On the other hand, the paid subscribers would access unlimited content without ads. It allows the company to target both types of customers and users.

Variety of Entertainment Options

Amazon Prime Video offers multiple types of entertainment content in various categories; science, action, thriller, horror, sports, comedy, reality TV, and other shows. The vast variety of content options helps the online streaming company to target various segments of the customer market.

Video Quality & Playback Feature

Along with video content variety, Amazon Prime Video also allows users to adjust the video quality relevant to their internet connectivity and screen size. If users have missed watching the particular show; then they could playback the video and watch it again. These types of features show the company’s commitment to its online media users and online video streaming business.

Weaknesses of Amazon Prime Video 

Some of the main internal weaknesses in the Amazon Prime SWOT analysis example company as business strategy analysis are as follows;

Limited Video Content

Netflix is the top competitor of Amazon Prime Video; the Prime video streaming platform doesn’t have the same or more type of content variety as Netflix. It is a huge setback to the company’s subscribers; because they can’t access and watch the video content that other channels are offering. Soon, they would switch to other competitive online streaming platforms.

User Interface Issues

The user interface of Amazon Prime Video is not as interactive and user-friendly as that of Netflix and other streaming platforms. The Prime video takes some time to answer search queries of users; it doesn’t offer recommendations and similar types of content to the users. However, it makes it difficult for the users to find the relevant video content.

Content Distribution Issues

Amazon Prime Video has not organized its video content in terms of free or paid videos. Ideally, the free users could only video and view the free video and not the premium and latest content. However, this is not the case with the Prime video platform; all the users can see the free and paid content; but the free users can’t watch it.

Opportunities for Amazon Prime Video 

Some of the main available opportunities in the Amazon Prime Video SWOT analysis example company as business strategy analysis are as follows;

Partnerships & Acquisition

Amazon Prime Video should develop partnerships and alliances with famous and top movie franchises like Marvel, X-Man, and other sequel film series. It allows the video streaming platform to have access to the latest video content and run it on its platforms; attracting the attention of a lot of new potential users.

Lower Subscription Rate

Amazon Prime Video should decrease the subscription charges for new and old users. It would help the video streaming platform to attract the attention of potential new users and retain the brand loyalty of existing ones.

Building Educational Platform

Along with offering entertainment video content; Amazon Prime Video should consider offering education content in the form of different types of tutorial videos. It allows the company to target the student and learning user market.

Market Expansion

Currently, Amazon Prime Video is operating its online video streaming business in only 25 countries. The video streaming platform has the capital resources to expand its business in new countries and regions across the world.

Threats to Amazon Prime Video 

Some of the main potential threats in the Amazon Prime SWOT analysis example company as business strategy analysis are as follows;


The video streaming market has become highly competitive in recent years. YouTube, Netflix, TikTok, Facebook, and other platforms are offering video streaming services. Their market presence has made it highly difficult for the platform to stabilize its market position in the market.


The government regulations of different countries are very strict about video streaming content. Not all countries love the freedom of speech and free video content; sometimes, they need the approval of the sensor board before streaming the content in a particular country.

Social Media Growth

The growth of Social media platforms is the main roadblock to paid video streaming platforms. Because they are targeting the same customer market; when people are active on social media, they don’t have time to watch paid videos and movies.

Conclusion: Amazon Prime SWOT Analysis Example Company |SWOT Analysis of Amazon Prime Video |Business Strategy Analysis 

After an in-depth study of the SWOT analysis of Amazon Prime Video; we have realized that Amazon Prime is the world’s leading video streaming platform. If you are learning about Amazon Prime SWOT analysis example company; then you should keep in mind the abovementioned internal strengths and weaknesses; external opportunities and threats as brand strategy analysis.

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