As Amazon is a famous retail company across the world, therefore, there is a need of involving suitable framework for conducting a perfect analysis in a proper manner. There will be Root Cause Analysis and Financial Diagnostic after analysing the online presence and performance of Amazon. Root Cause Analysis will help the higher management of Amazon to understand and define the problem as there will be enough collection of relevant data. The management will prioritize the cause and can identify what is actually causing problem to the online shopping experience of the customers.