Case | HBS Case Collection | August 2013 (Revised July 2016)

Amazon in 2016

by Sunil Gupta and Margaret L. Rodriguez


By 2015, Amazon had become one of the world's largest e-commerce players with nearly $90 billion in annual sales. Although its profitability had been uneven in the 20 years since its inception, its stock price had risen almost 24,000% since the company went public. During this time Amazon has spread its business across a variety of products and services that some see as unrelated. Was Amazon spreading itself too thin or were its investments positioning the company for the future?

Keywords: e-commerce; publishing; business model; business model innovation; Ecosystems; industry analysis; Online Technology; Retail Industry; Publishing Industry;


Gupta, Sunil, and Margaret L. Rodriguez. "Amazon in 2016." Harvard Business School Case 514-025, August 2013. (Revised July 2016.)