Innovation

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.

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.

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.