This study aims to investigate the influence of digital marketing strategies on consumer purchase decisions, with a specific focus on the Amazon platform. As e-commerce continues to grow rapidly, understanding the impact of digital marketing on consumer behavior becomes increasingly crucial for businesses to effectively target and engage their target audience. This case study will primarily explore the digital marketing strategies employed by Amazon, one of the world's largest online retailers and it analyze their impact on consumer purchase decisions. Various digital marketing techniques such as social media marketing, search engine optimization and personalized recommendations will be examined in relation to their ability to influence consumer decision-making processes. This research will employ a mixed-methods approach, incorporating both qualitative and quantitative analysis. Qualitative data will be gathered through in-depth interviews with Amazon customers, focusing on their experiences and perceptions of digital marketing strategies. Quantitative data will be collected through online surveys to measure the extent to which digital marketing influences consumer purchase decisions on the Amazon platform. The findings of this study will provide valuable insights into the effectiveness of digital marketing strategies employed by Amazon and their impact on consumer purchase decisions.