Key Points

As part of our Retailers' Timelines series, we examine key events in Amazon’s recent history.

• From 2017 to 2019, we saw Amazon focus on consolidating its e-commerce services, strengthening its technology capabilities and investing in cross-industry projects.
• In June 2019, Amazon started one-day shipping for millions of products in the US, won patent approval for a drone “home surveillance” plan and announced a partnership with GE Capital Aviation Services to lease 15 additional Boeing 737-800 cargo aircraft.
• In April 2019, Kohl's announced the expansion of Amazon returns to all Kohl's stores in the US.
• In September 2018, Amazon opened its first 4-star store in New York, rolled out a delivery van program for entrepreneurs in March and opened a cashier-less Go store to the public in January.
• In June 2017, Amazon bought the grocery store chain Whole Foods Market for $13.7 billion.
• In February 2016, Amazon started selling apparel under at least seven different private labels.
• In 2005, Amazon announced the debut of Amazon Prime, a membership service offering free two-day shipping within the US.

Amazon: Company Description

Amazon is a US-based technology company that focuses on e-commerce, cloud computing, digital streaming and artificial intelligence. Amazon operates 17 worldwide marketplaces and is one of the world's largest e-commerce marketplaces, AI assistant providers and cloud computing platforms, as measured by revenue and market capitalization. Amazon also distributes downloads and streaming video, music and audiobook content through its Amazon Prime Video, Amazon Music and Audible subsidiaries. [caption id="attachment_93849" align="aligncenter" width="720"] Source: Company reports[/caption]  

Key Events Overview

2017-2019: In the last two and a half years, Amazon has focused on consolidating e-commerce services, strengthening technology capabilities and investing in cross-industry projects. Amazon launched one-day shipping for millions of products in the US in June 2019. In September 2018, Amazon officially expanded its services in Turkey, . Amazon now has 101 million subscribers in the US. Amazon continues to enhance logistics capabilities and fulfillment capacity. By 2014, the company had 14,000 robots in its 10 warehouses. In 2019, the number increased to 100,000 robots across 25 warehouses. Amazon is also researching using drones for delivery. Amazon’s M&A strategy has brought the company new opportunities. Amazon diversified its acquisition portfolio into several market sectors, with its largest acquisition being the purchase of Whole Foods Market for $13.7 billion in 2017. The Whole Foods acquisition appeared to be a recognition by Amazon that its online-only offering had failed to capture meaningful share in grocery and that it needed brick-and-mortar stores to fully crack the grocery market. On January 23, 2018, Amazon’s cloud business acquired cybersecurity software company Sqrrl, which markets software for big data analytics and cyber security. More M&A activities are listed in the timeline below.

• June 2019: in the US, Amazon launches one-day shipping for millions of products.
• April 2019: in the US, Kohl's announces expansion of Amazon returns to all its US stores.
• January 2018: opens cashier-less Amazon Go store to the public for the first time.
• June 2017: acquires Whole Foods Market for $13.7 billion.
• November 2015: opens first physical bookstore in Seattle.
• February 2016: starts selling clothes under at least seven different private labels.
• July 2015: launches first Prime Day.
• December 2014: launches Prime Now.
• September 2011: launches Amazon Locker.
• March 2006: launches Amazon Web Services.

[caption id="attachment_93850" align="aligncenter" width="700"] Source: Company reports/S&P Capital IQ/Coresight Research[/caption]