Gartner Information Technology Research

Innovation Case Study Spotlight Series: Amazon’s Go-To Innovation Techniques

Published: 12 March 2020

ID: G00464315

Analyst(s): Jackie Fenn , Nicholas Evans


The Innovation Case Study series highlights best practices and “go to” techniques of innovation heavyweights. CIOs can use this case study to explore the innovation approaches of Amazon, including customer centricity, working backwards from desired outcomes and creating teams of “builders.”

Table Of Contents


  • Amazon and AWS Overview
  • Culture
    • Go-To Innovation Technique for Culture: Living by Leadership Principles
  • Mechanisms
    • Go-To Technique for Mechanisms: Working Backwards
  • Architecture
    • Go-To Technique for Architecture: API Microservices
  • Organization
    • Go-To Technique for Organization: Single-Threaded, Two-Pizza Teams
  • Assessing Innovation Success: Refining What Works
  • CIOs Can Adapt Go-To Techniques to Their Own Organizations

Gartner Recommended Reading

©2022 Gartner, Inc. and/or its affiliates. All rights reserved. Gartner is a registered trademark of Gartner, Inc. and its affiliates. This publication may not be reproduced or distributed in any form without Gartner’s prior written permission. It consists of the opinions of Gartner’s research organization, which should not be construed as statements of fact. While the information contained in this publication has been obtained from sources believed to be reliable, Gartner disclaims all warranties as to the accuracy, completeness or adequacy of such information. Although Gartner research may address legal and financial issues, Gartner does not provide legal or investment advice and its research should not be construed or used as such. Your access and use of this publication are governed by Gartner’s Usage Policy. Gartner prides itself on its reputation for independence and objectivity. Its research is produced independently by its research organization without input or influence from any third party. For further information, see Guiding Principles on Independence and Objectivity.

Already have a Gartner Account?

Purchase this Document

To purchase this document, you will need to register or sign in above

Become a client

Learn how to access this content as a Gartner client.