The pros for the departmental image of the online retailer, amazon.com pertain to the facts that consumers find the model of the business and the resultant interface much more comfortable and easier to navigate in.
Moreover the departmental store image is much easier for the customers to picture and hypothesize on enabling them to identify the various products and offering of the company as different departments. This option is more convenient for them as it provides them with easy navigation options as well as easy access to products.
The cons for the departmental image of the online retailer Amazon.com pertain to the fact that most consumers have started to associate with Amazon as a specialized store for books ad music only. While actually it is a retailer offered diverse products and services, the depiction of the store and its main layout, as well as its operation efficiency make it seem like a single department store.
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