Gartner Research

Willful Disruption: Amazon Disrupts Through Scale, Richness and Reach

Published: 18 May 2017

ID: G00327542

Analyst(s): David Smith , Daryl Plummer


Amazon has long been synonymous with digital disruption, as it understood three often-undervalued aspects of extensive disruption: scale, richness and reach. CIOs should work with their chief strategy officers to look at Amazon's intentions in order to best leverage lessons learned.

Table Of Contents


  • Amazon Disrupts in Many Ways
    • Books (Selling, Reading, Writing and Publishing) (Offensive)
    • E-Commerce Model (Offensive)
    • Amazon Web Services (Offensive)
    • Logistics/Fulfillment (Offensive)
    • Amazon Business (Offensive)
    • Content, Apps and Services (Offensive)
    • Machine Learning (Defensive)
    • AWS Lambda (Self-Disruptive)
    • Alexa (Self-Disruptive)
    • Amazon's Pricing and Other Efforts
  • Scale, Richness and Reach: "The Secret Sauce" of Extensive Disruption
  • Amazon's Culture Leads Primarily to Innovative and Self-Disrupting Approaches
  • How You Can Leverage Amazon's Disruptive Strategies

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