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The purpose of this study is to make the assessment of the impact of the product quality management affecting customer loyalty in high and low touch products. Research objectives are focussed to explain the existing product quality management of the Amazon and to examine the impact of product quality management affecting customer loyalty in high and low touch products. Another research objective is to determine the impact of the product quality management of the Amazon on the satisfaction of the customer and in the overall success of the organization. The methodology of this research is mixed because both quantitative and qualitative research methods are applied. Primary and secondary data is used to understand the impact of product quality management affecting customer loyalty in high and low touch products. Both qualitative and quantitative data is collected from the target population of the research so that we can investigate the impact of product quality management affecting customer loyalty in high and low touch products of Amazon.