‘We may be a retailer, but we are a tech company at heart. When Jeff started Amazon, he didn’t start it to open [a] book shop.’ Amazon CTO Werner Vogels, 2016⁴⁴

Amazon is the ultimate disruptor. These are just a handful of initiatives that have revolutionized shopping and consumption habits. Most of Amazon’s innovations catch competitors on the back foot, leaving them in the undesirable position of reacting to rather than leading change. But there is certainly one beneficiary – the customer. Ceaseless innovation from Amazon raises customer expectations, which in turn leads competitors to raise their game and ultimately creates a better experience for the shopper. In today’s retail world, there is certainly no room for complacency.