In 2024, three decades after its start as “earth’s largest bookstore,” Amazon.com Inc. (Amazon) was the world’s largest online retailer and operated businesses that were strong competitors in on-demand cloud computing services, advertising, retail grocery, and entertainment markets. Since 2010, the company had taken steps to gain greater control of its supply chain and had expanded into logistics services through the company’s Supply Chain by Amazon business unit. Amazon was employing more than 1.5 million people with a market capitalization of more than three times the value of its closest competitor. Amazon boasted a vast selection and volume of products sold through a wide range of formats. However, the company had to decide if recent changes to its ever-expanding supply chain were adequate to support the company’s strategic goals and objectives. Were more changes needed to maintain Amazon’s competitive edge? What supply chain capabilities would be necessary for Amazon’s continuously evolving business model?
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