Teaching Note | HBS Case Collection | October 2013 (Revised March 2017)

Amazon in 2016

by Sunil Gupta


By 2016, Amazon had become one of the world’s largest e-commerce players with over $107 billion in annual sales. Although its profitability had been uneven even after 20 years of its inception, its stock price had risen almost 42,000% since the company went public. During this time Amazon has spread its business across a variety of products and services that some saw as unrelated. Was Amazon spreading itself too thin or were its investments positioning the company for the future?

Keywords: Online Technology; Marketing Strategy; Competitive Advantage; Retail Industry;


Gupta, Sunil. "Amazon in 2016." Harvard Business School Teaching Note 514-056, October 2013. (Revised March 2017.)