[smitherfield]

What about Amazon? It seems like they're pursuing both the differentiation and cost leadership strategies.

Of course, they're the world's largest retailer by market cap, so they can afford to do both. And usually I don't even look elsewhere for a product, because I figure that they have either the lowest price or close to the lowest, and will deliver it the fastest. So I guess more differentiation?

[caminante]

If I had to pick one, I'd say cost leadership. Amazon grew through cost leadership, and that's still the company at its core as it a) achieves high asset utilization b) keeps costs low, and c) controls most of its supply chain. What might seem like AMZN using a differentiation strategy is actually just focused cost leadership in mid-up market segments.