Pioneering: A passion for inventing
By operating like a start-up, our team members are given opportunities to take on big challenges and make a difference for our customers. Continue reading
We're a company of builders. Of pioneers. It's our job to make bold bets, and we get our energy from inventing on behalf of customers. Here are just some of the innovations pioneered by Amazon, and we're always looking for the next one.

Amazon Web Services

We built Amazon Web Services (AWS) and became one of its biggest customers because we wanted to move faster. Before AWS, we had teams working on new ideas for the business and we found that they kept reinventing the wheel.

Artificial Intelligence

Machine Learning: Using algorithms to sort fruit

At Amazon, we’ve been engaged in the practical application of machine learning for many years now. Some of this work is highly visible, but much of what we do with machine learning happens beneath the surface – quietly but meaningfully improving our core operations.

Amazon Prime

In February 2005, Amazon launched Amazon Prime—an all-you-can-eat express shipping membership program for about a million products. Our vision was that fast delivery should be an everyday experience—rather than an occasional indulgence, and many skeptics thought we were crazy.

Prime Now

In December 2014, Amazon launched Prime Now in parts of Manhattan—and has since expanded to cities across the United States and to many European cities including London, Berlin, Paris, Milan and Madrid.

Prime Air

Amazon Prime Air is a future delivery system that will get packages to customers in 30 minutes or less using small unmanned aerial vehicles. With Prime Air, we're developing a system that is safe, environmentally sound and enhances the services we already provide to millions of customers.
Selling on Amazon

Amazon Marketplace

Amazon Marketplace

Selling on Amazon Marketplace enables individuals and businesses of all sizes to reach hundreds of millions of customers instantly when they sell their products on Amazon. Sellers on Amazon can list their products with no listing fee and have their products featured right alongside items carried by Amazon.

Amazon Launchpad

Today’s brightest startups, now on Amazon

Customer Reviews

Customer reviews were one of our earliest innovations, and many people thought we were nuts.
Buying on Amazon


In 1997, Amazon launched 1-Click, an innovation that gives customers the ability to make purchases on the Web with just one click of the mouse—no more entering the same information over and over again for each purchase.

The Mayday Button

Launched in September 2013, the Mayday button brings your own personal tech advisor directly to your sofa or desk. The Mayday Button on Fire HDX tablets and Fire phone provides live, on-device tech support—24x7, 365 days a year, and it's free.


Dash Button

Dash Button service is designed to eliminate those moments you realize you forgot to order a frequently-used household items — things like laundry detergent, dog food, shampoo, and mouthwash. With a single push of the button, Dash Button automatically places your order.


Launched in Seattle in 2007, AmazonFresh allows customers to combine grocery and other shopping into one seamless experience that easily fits into their routines and improves their busy lives. Customers in specific U.S. cities can order from more than 500,000 items for same-day and early morning delivery, including everything from fresh groceries and prepared meals to toys, electronics, household goods, and more.


Amazon wind and solar farms

In 2015, Amazon announced the construction of Amazon Solar Farm US East, Amazon Wind Farm (Fowler Ridge) and Amazon Wind Farm US East. Located in Virginia, Indiana and North Carolina respectively, these new solar and wind farms are expected to generate over 1.3 million megawatt hours (MWH) of power—the equivalent power used by approximately 330,000 European homes in a year.


Frustration-Free Packaging

We've all had wrap rage from going head-to-head with impossible-to-open packaging. So in 2008 we set out to solve the problem.
Fulfillment by Amazon

Fulfillment center

Fulfillment by Amazon

Launched in 2006, Fulfilment by Amazon (FBA) is now used by millions of sellers around the world. FBA enables sellers to use Amazon's fulfilment network—more than 100 fulfilment centres and more than 15 sort centres around the world

Amazon Fulfillment Network

We want to empower our associates in their workplace through process improvement and input on how our sites are run.
Thank you for recognizing our customer obsession
For Amazon, customer obsession comes first. Across Europe, we’re delighted to be recognized by many consumer surveys, examining the impact of a qualitative service on the behaviors and attitudes of consumers.
Continue reading
We use cookies to enhance your visit to our site.
Accept & Close