Harnessing AI for Strategic Intelligence: The Impact of Customer Data Analytics on Amazon

The research explores artificial intelligence (AI) effects on Amazon's customer data analysis as the global e-commerce leader. The research used a mixed-methods approach to study how Amazon's 2023 AI-driven analytics platform affected customer experience and both operational efficiency and business performance. The research demonstrates how artificial intelligence (AI) improves personalization while optimizing supply chain logistics and elevating customer satisfaction through empirical data analysis combined with industry reports and theoretical models such as DIKW hierarchy and CRISP-DM framework. The research identifies important managerial consequences together with ethical issues and provides strategic guidance for the sustainable implementation of AI technology. The research findings advance the discussion about AI benefits within big data environments while offering a practical blueprint for customer-oriented businesses in the digital transformation process.