‘When do we stop calling Amazon a retailer?’

Amazon logo on a yellow background with a trolley in the foreground

Amazon’s varied and growing revenue streams mean that selling ‘stuff’ is increasingly incidental to the tech giant’s business proposition, Natalie Berg observes.

A question I often get asked is: what is Amazon? The company sells everything from nappies to treadmills, but it also produces hit television shows and provides cloud computing services to clients ranging from McDonald’s to Nasa. 

Amazon is also a hardware manufacturer, payment processor, technology provider, advertising platform, virtual tour operator, ocean-freight business, publisher, wi-fi system, delivery network, fashion designer, private-label business and airline. 

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