It’s hard to picture now, but Amazon has startup roots: it began in 1995 as an online bookdealer, operating out of the garage of a rented home. Today, Amazon is not only one of the world’s largest retailers, but also the operator of the cloud computing powerhouse that is known as Amazon Web Services (AWS). Though AWS has several business verticals, their flagship category is, of course, Retail – after all, Amazon spent the past 25 years learning, expanding, and revolutionizing the way we shop.
In doing so, they’d accrued a wealth of resources that could help both small and large retailers streamline and scale their business – now that the AWS platform was made available to all. The problem? After leading such a massive transformation of the marketplace, the rest of the retail industry didn’t see Amazon as a collaborator, but as their most formidable competition.