The Power of Creativity and Amazon's Evolution as a Service Provider


Hatched by Glasp

Sep 25, 2023

3 min read


The Power of Creativity and Amazon's Evolution as a Service Provider


Creativity plays a crucial role in generating innovative ideas by combining existing elements in unique ways. This process involves seeing relationships between concepts and forming new connections. Similarly, Amazon has transformed itself from a mere retailer to a service provider by leveraging existing resources and expanding its offerings. In this article, we will explore the steps to enhance creativity and examine Amazon's evolution beyond aggregation.

Connecting Old Ideas Creatively:

To foster creative thinking, it is essential to gather new material and learn both specific and general concepts related to a task. By thoroughly working over the materials in our minds, we can examine facts from different angles, experiment with ideas, and create new combinations. This process of connecting old ideas enables us to generate innovative solutions.

Step Away and Let Ideas Return:

After intense mental work, it is crucial to take a step back from the problem and allow ideas to naturally return in moments of insight. This flash of inspiration often brings renewed energy and a fresh perspective. It is during this period of detachment that our brains continue to process information subconsciously, leading to breakthroughs.

Shaping Ideas Based on Feedback:

To succeed, any idea must be released into the world, subjected to criticism, and adapted accordingly. It is through this process of shaping and developing ideas based on feedback that we refine our creative solutions. By learning in public and sharing our processes, we invite more feedback, enabling continuous improvement.

Amazon's Transformation as a Service Provider:

Amazon's success story goes beyond simply being an aggregator. The company has strategically expanded into various domains, such as Amazon Web Services (AWS) and logistics, by leveraging existing resources and scaling them to serve both internal and external customers.

The AWS Model Applied to E-commerce and Logistics:

AWS, initially built to cater to Amazon's e-commerce needs, allowed developers access to enterprise-level computing resources. Similarly, Amazon has extended its fulfillment capabilities to third-party merchants, enhancing Prime's value and deepening its moat. This model is now being applied to logistics, with Amazon set to compete with established players like UPS and FedEx.

Offering Logistics Services to Third Parties:

Just as Amazon did with AWS and e-commerce distribution, it is expected that the company will offer its logistics network to third parties. This move will increase returns to scale and further strengthen Amazon's position in the market. By building its logistics network, Amazon can control shipping costs, improve reliability, and meet customer expectations efficiently.

Amazon's Moat and Differentiation in Logistics:

Amazon's logistics network represents a nearly impregnable moat due to its substantial investment. This moat attracts businesses aiming to be consumer touchpoints, expanding Amazon's addressable market. As Amazon's volume increases, it becomes more challenging for competitors like Shopify to scale their own shipping solutions. Amazon's ability to collect data sets Shopify apart, allowing it to maintain differentiation.


Creativity is the key to innovation, and by connecting old ideas in new ways, we can generate groundbreaking solutions. Amazon's evolution as a service provider showcases the power of leveraging existing resources and scaling them to serve a broader market. By following the steps to enhance creativity and learning from Amazon's strategic moves, we can unlock new possibilities and drive success in various domains.

Actionable Advice:

  • 1. Embrace the process of gathering new material and learning extensively. Explore a wide range of concepts to fuel your creativity.
  • 2. Take breaks and allow your ideas to return naturally. Stepping away from a problem can lead to breakthrough moments of insight.
  • 3. Seek feedback and be open to adapting your ideas based on criticism. Sharing your process and inviting feedback can lead to continuous improvement.

By incorporating these actionable advice and understanding the power of creativity and adaptation, we can navigate the ever-changing landscape of innovation and succeed in our endeavors.

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