Now, more than ever, innovation is vital to creating and maintaining differentiation. Learn how industry leaders sustain continual innovation that grows their business and delivers differentiated customer experiences.

Featured article
From Iteration to Invention
As Telefónica's Chief Digital Officer, Chema Alonso is responsible for the innovation of digital products, data, and platforms at one of the world’s largest telecommunications companies. Hear Alonso share how Telefónica's enterprise business enables innovation for their customers through new media, television and entertainment viewing experiences.
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Product Management at Amazon
Article | 10 min read
Product Management at Amazon
Learn how Amazon delivers continuous customer value, growth, and longevity through an iterative approach to innovation.
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Elements of Amazon's Day 1 Culture
Article | 7 min read
Elements of Amazon’s Day 1 Culture
Putting "Day 1" into practice relies on maintaining a long-term focus, obsessing over customers, and bold innovation.
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Two Pizza Teams
Article | 10 min read
Powering innovation and speed with Amazon’s two-pizza teams
Business leaders want to empower their organizations with an ability to constantly innovate, drive continuous operational improvement, and speed growth across their enterprises. Learn more about the concept of Amazon’s two-pizza teams.
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The innovation imperative

Innovation drives progress. It is vital to support economic development, improve social well-being, and to address the environmental challenges of the 21st century. For organizations, innovation is a source of growth and competitive advantage that can deepen customer engagement, increase revenue, and enable rapid entry to new categories or markets.

Customer Spotlight
Accelerating Enterprise-Wide AI/ML Innovation: GE Healthcare and Autodesk
Karley Yoder, VP and GM of AI, GE Healthcare and Mike Haley, VP of Research, Autodesk discuss their experiences establishing enterprise-wide strategies for accelerating AI/ML innovation and structuring organizations to execute on that strategy.
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Customer Spotlight
How LG Embeds Customer-centricity into Product Planning
Myeong-Gyu Choi, VP of LG Academy, shares insights on how to embed customer-centricity for product development teams and working with the AWS Digital Innovation practice team.
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Customer Spotlight
Putting the Patient at the Center of Healthcare Innovation
David Cohen, Chief Product and Technology Officer, discusses Greenway Health’s new product development approach and how it helped them deliver new products at breakneck speed.
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Customer Spotlight
Innovation Strategies for Growth & Product Development
Barbara Salami, VP of Digital at Moderna talks about how digital technologies are changing business models and best practices to accelerate growth through product innovation.
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Innovation in practice

Innovation depends on deeply understanding your customers, and enabling anyone with a great idea to test that idea quickly and easily. These companies demonstrate what's possible when you give innovators the right tool for the job, lower the time and cost of experimentation, and make exciting new technologies accessible to everyone.

Read the Coca-Cola case study
Reimagining the future of contactless experiences
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Case Study
Innovating for an audience of 200 million
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Read the Bayer case study
Case Study
Delivering better visibility for healthier crops through IoT
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Conversations with Leaders
Infusing the Enterprise with Innovation
Deutsche Bahn leader, Christa Koenen, shares how a major migration to cloud and the retooling of Deutsche Bahn’s culture and processes became a huge innovation enabler
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Read the GE Healthcare case study
Case Study
GE Healthcare
Connecting clinicians with insights to improve healthcare outcomes
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Read the Roybi case study
Case Study
Reinventing early-childhood education—5 months ahead of schedule
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Read the AXA case study
Case Study
Examining customer interactions to drive innovation and better customer service
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Innovation at Amazon

Innovation is central to Amazon’s approach. Since 1994, Amazon has continually invented on behalf of our customers to deliver new products, services, and value to meet customers’ needs. This innovation has transformed our supply chain and logistics strategy, and created new forms of ecommerce that enabled us to scale—leveraging the power, breadth, and depth of AWS. Our customers often ask us how we innovate. While recognizing that every organization is different and there are many models for success, we are happy to share our approach and our learnings.

We put the customer at the center of everything we do

We believe that innovation starts with the customer–and we work backwards from there to invent on their behalf.

We relentlessly experiment so we can learn quickly

The more experiments we do, the more opportunity we have to learn, and the faster we can identify what works.

We make innovation part of our culture

We want anyone and everyone to feel like they have the freedom–and capability–to propose and test new ideas.

More on innovation

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