Abstract: The Rise of digital technology has reshaped how businesses connect with their customers, moving interactions from traditional storefronts to online spaces. Marketing approaches have evolved to include tools like social media engagement, search engine visibility, AI-based suggestions, email promotions, and tailored advertisements. Major online retailers such as Amazon have embraced these tools to increase customer interaction, make the buying process smoother, and offer a more convenient and customized shopping journey.

In the city of Hyderabad, which is quickly becoming a major urban hub in India, the use of digital platforms has grown significantly. Factors such as widespread internet access, increasing mobile usage, and a tech-literate population have contributed to this trend. Amazon has responded by using modern marketing techniques to better serve the diverse needs of consumers in the region. This study aims to explore how these digital initiatives affect customer satisfaction and influence shopping behaviour within Hyderabad.

As the number of online shoppers continues to grow, it is essential for businesses to understand how digital marketing affects customer experiences. While research has shown that engaging customers online can build loyalty, there is still a need to study how this works in specific local markets. Amazon’s strong position in the Indian market makes it a fitting example to investigate how digital tools can improve the customer experience in a city that is rapidly embracing digital change.

Keywords: Digital marketing evolution, e commerce experience, customer behaviour, Amazon.

Downloads: | DOI: 10.17148/IARJSET.2024.11125