I have been looking at some of the work of Rob Grant to analyse resources and capabilities, mainly examining work in and around Resource Based Theory of Competitive Advantage and implications for Strategy Formulation. So hopefully have covered some differing aspects to use for Amazon.
Strategic Planning Processes.

I believe an effect method for Amazon to undertake such an analysis would be to examine:

• Value Chain • Resources Based View • Financial Analysis

Use of a Value Chain Analysis for Amazon
Amazon have developed a value chain analysis of its’ own to internal asses how it can operationally best add value and maintain a competitive advantage. They have used the value chain model from Michael Porter's book, "Competitive Advantage: Creating and Sustaining Superior Performance."

[pic](Source: Bua Consulting)

Example of a Strategic Plan Model - Amazon Internal Analysis, Strategic Planning Tools, Strategic Planning Models
Primary Activities and Support Activities
Primary activities are those needed to produce a product or services for the end customers. These activities typically include: • Inbound Logistics: receiving goods from suppliers, and storing and moving those good • Operations: Manufacturing or assembling the product • Outbound Logistics: Sending the goods to wholesalers, retailers or directly to the end customer • Marketing and Sales: Marketing involves understanding customer needs, communicating those needs, and promoting the end products. • Service: Involves after-sales support (e.g., handling, complaints, installation, training)
Support activities help to facilitate or assist the primary activities of producing product. Examples include: • Procurement: purchasing raw material and other items used in operations • Human Resource Management: recruiting, hiring, firing, training,