What is Amazon – A Comprehensive Deep Dive

As an entrepreneurship consultant who advises many small and medium-sized businesses, I‘m often asked – what exactly is Amazon and how does it work? In this comprehensive guide, I‘ll provide an in-depth look at Amazon‘s origins, business model, key services, impact on competitors, and future outlook.

The Meteoric Rise of Amazon

Amazon has grown from an online bookseller in 1994 to one of the world‘s most dominant companies, with over $469 billion in 2021 revenue.

Some key milestones in Amazon‘s 27 year journey:

  • 1994 – Jeff Bezos founded Amazon as an online book retailer in Seattle
  • 1997 – Amazon went public at $18 per share, now worth over $3,000
  • 2005 – Launched Amazon Prime, which now has over 200 million members
  • 2006 – Started Amazon Web Services, which did $62B in 2021 revenue
  • 2007 – Released Kindle e-reader, selling over 100M units to date
  • 2015 – Surpassed Walmart as most valuable U.S. retailer
  • 2017 – Acquired Whole Foods for $13.7B as first major move into physical retail
  • 2018 – Became second company ever to exceed $1 trillion market cap

Amazon‘s exponential revenue growth is mind-boggling:

Year Revenue Annual Growth
2005 $8.5 billion
2010 $34.2 billion 26%
2015 $107 billion 27%
2020 $386 billion 38%

This growth is fueled by Amazon‘s relentless customer focus and constant innovation.

An In-Depth Look at Amazon‘s Business Model

Amazon utilizes an ever-expanding diversified business model:

  • Online retail – Still makes up the majority of Amazon‘s sales at $386B in 2021. Offering unbeatable selection, fast shipping, and competitive pricing.
  • Third-party sellers – Over 2 million small/medium businesses now sell on Amazon‘s marketplace. This is the fastest growing piece, making up 57% of Amazon retail sales.
  • Amazon Web Services – Leading cloud computing provider with over 200 services used by startups to enterprises. AWS revenue was $62B in 2021.
  • Amazon Prime membership – Over 200 million members globally pay for perks like free shipping. Estimated to contribute over $30B in annual revenue.
  • Physical stores – Expanding footprint with 700+ Whole Foods locations and new retail concepts like Amazon Go cashier-less convenience stores.
  • Digital media – Prime Video, Amazon Music, and Amazon-owned games like Twitch expand Amazon‘s reach to entertainment.
  • Advertising – One of the fastest growing revenue streams, making over $31B in 2021 as Amazon monetizes its shopping data.

Amazon‘s culture of innovation and customer obsession drives them to keep expanding into new markets across retail, technology, media and beyond.

Amazon‘s Most Impactful Services and Products

As an entrepreneurship consultant, I always encourage small businesses to pay close attention to Amazon‘s key offerings:

Amazon Marketplace – An Unavoidable Ecommerce Force

For any business selling consumer products, utilizing Amazon Marketplace is now virtually a requirement. The unparalleled reach and logistics make it impossible for small sellers to ignore.

But making your products stand out and profitable on Amazon is an art form. It requires razor sharp focus on high-demand niches, stellar marketing, and constantly improving your offering based on customer feedback.

The data shows why online retail is increasingly becoming Amazon Marketplace:

  • Over 50% of Amazon retail sales are now by third-party sellers
  • There are over 2 million small/medium businesses selling on Amazon
  • Amazon ships over 5 billion Prime packages per year

As a small business owner, you can find great success selling on Amazon but expect intense competition. Leverage every piece of data and feedback possible to carve out your niche.

Amazon Web Services – The Leader in Cloud Computing

For any entrepreneurs creating cloud-based software products, Amazon Web Services (AWS) has clearly emerged as the industry leader:

  • AWS has over 200 services from data warehouses to machine learning
  • More than 1 million active AWS customers from startups to enterprise
  • Popular services include EC2, S3, Lambda, DynamoDB, RDS and Rekognition

AWS success stories I‘ve seen firsthand:

  • Airbnb – Runs its entire backend infrastructure on AWS
  • Slack – Formerly had outages but after moving to AWS had 99.9% uptime
  • Netflix – Uses AWS to deliver billions of streaming hours

The on-demand flexibility and cost savings of AWS is captivating entrepreneurs everywhere. Just be ready for the steep learning curve of navigating AWS‘s vast array of services.

Alexa & Echo – The Voice Assistant Battle is Brewing

As an avid follower of technology trends, Alexa and its Echo smart devices have truly piqued my interest recently.

Amazon is aiming to make Alexa the Voice of the Home, but it‘s unclear if they can dominate this new frontier:

  • Over 100 million Alexa-enabled devices like Echo Dots have been sold
  • But major competition is coming from Apple, Google, Microsoft and others

For entrepreneurs, success may come from finding a niche in the growing "Alexa Skills" voice app ecosystem. Think of the next killer Alexa skill your customers need in their daily lives.

But adaptability is key as the tech giants battle for voice assistant supremacy, with no clear winner yet.

Amazon‘s Monopoly Power – Friend and Foe to Small Business

I‘m often asked about the competitive threat Amazon poses. The truth is complex:

Unparalleled Infrastructure

  • For small ecommerce businesses, Amazon‘s incredible fulfillment and delivery capabilities are irresistible. SMBs can “piggyback” on Amazon’s logistics network to quickly scale.

Lower Prices = Lower Margins

  • By squeezing suppliers and minimizing costs, Amazon can undercut most small retailers on pricing. To compete, your margins may suffer.

Greater Platform Risk

  • If you build your business primarily on Amazon Marketplace, you risk suspension or the shifting sands of Amazon‘s policies and fees.

Fickle Consumer Loyalty

  • Consumers go where the greatest selection, convenience and prices are. Amazon has their loyalty today, but smart SMBs can still carve out defensible niches.

So should small businesses fear Amazon? With the right strategy tailored to unique strengths and high-demand customer needs, SMBs can still thrive in the age of Amazon.

Where Amazon is Headed Next

As Amazon continues their relentless pace of innovation across industries, here are some of the futuristic initiatives I‘m tracking that entrepreneurs should watch:

  • Physical retail expansion – Adding thousands more Amazon Go, Whole Foods and other stores to merge online and offline
  • Healthcare disruption – Major moves through PillPack acquisition and healthcare JVs to cut healthcare costs
  • Financial services – Growing Amazon Pay, cashier-less Amazon Go, and exploring crypto payments
  • Space technology – Ambitious Blue Origin space program highlights Amazon‘s long-term thinking
  • AI and voice assistants – Alexa and AWS machine learning could lead a new AI renaissance

Amazon also continues to face growing scrutiny of its market power and treatment of workers. But its relentless customer focus and constant reinvention lead me to believe Amazon will remain a dominant force for decades to come.

The best entrepreneurs stay flexible and leverage Amazon’s strengths, while mitigating risks through differentiation and outstanding customer service in their niche. By understanding Amazon‘s role deeply, small businesses can flourish alongside this unstoppable force of nature.