To read this content please select one of the options below:

How Amazon uses metrics to drive success

Strategy & Leadership

ISSN: 1087-8572

Article publication date: 4 October 2019

Issue publication date: 15 November 2019




The author explains how an obsession with delivering customer value at Amazon is enabled and driven by customer-driven metrics.


The article describes how at Amazon, metrics are established in advance of every activity and specify what actions are expected to happen in ways that can be measured in real-time.


By virtue it’s action metrics, every activity at Amazon is in effect a genuine scientific experiment focused on whether it is delivering the value to customers.

Practical implications

Everyone is expected to be obsessed with knowing about and enhancing the impact of what they do for the customer.


The article offers a detailed view of the synergy between Amazon’s dedication to real-time measurement of its activities and its obsession with using those activities to deliver customer value.


Denning, S. (2019), "How Amazon uses metrics to drive success", Strategy & Leadership, Vol. 47 No. 6, pp. 9-14.



Emerald Publishing Limited

Copyright © 2019, Emerald Publishing Limited

Related articles