Amazon: Brand Overview

Amazon is a global “planetary utility” that has evolved far beyond its origins as an online bookstore into a critical infrastructure layer powering modern commerce, cloud computing, and artificial intelligence. Founded in 1994 by Jeff Bezos, the company transformed through strategic innovations including Amazon Prime, Amazon Web Services/AWS (2006), and the Whole Foods acquisition (2017).

Core Business Divisions

Retail & Third-Party Services: Amazon’s core engine, where third-party sellers now account for over 60% of total unit sales. The company captures high-margin revenue through fulfillment services (FBA) and referral fees while maintaining its commitment to low prices, broad selection, and fast delivery for Prime members.

Amazon Web Services (AWS): The company’s profit engine, providing high-performance cloud computing infrastructure essential for generative AI and enterprise operations. AWS is pivoting toward custom silicon to challenge third-party chipmakers.

AI & Innovation: Amazon has expanded AI capabilities across its ecosystem, including Rufus (AI shopping assistant), Amazon Smart Delivery Glasses for driver safety, and tools serving over 100,000 organizations.

2026 Position

Under CEO Andy Jassy’s leadership, Amazon has achieved record operating margins through aggressive efficiency improvements while maintaining its position as the third most-admired company globally for the 10th consecutive year. The brand is now defined by “efficiency at massive scale” rather than “growth at any cost,” balancing profitability with customer value and innovation.