It took them five years, but Amazon is finally ready to compete and undercut traditional delivering services like UPS or FedEx.

The company plans to test the new service, called Shipping With Amazon (SWA or a reverse AWS!), in Los Angeles in coming weeks. The move isn't surprising at all. Traditional delivering services have been failing to meet consumer expectation.

"As more shoppers bought products online, Amazon executives concluded that the rate of parcel growth was too large for existing carriers to handle."

Amazon to Launch Delivery Service That Would Vie With FedEx, UPS 

Amazon is doing what they do best, apply technology to infrastructure problems. Once they've mastered their operations, they'll open it for others to use. Delivery As A Service.

My interest isn't much on the service per se but the reiteration of the same maxim. Businesses that don't place technology and more specifically, automation, at the heart of their operations, will be ousted by technology incumbents.

Owning