As a globally recognized e-commerce behemoth, Amazon's every strategic move invariably captures the attention of the global business community. Whether it's its pioneering forays into cutting-edge technologies like AI or its exploration of innovative e-commerce models such as new retail, Amazon's initiatives are closely watched. As the e-commerce landscape continues to evolve, profound and all-encompassing transformations are taking place, affecting both the underlying technological infrastructure and the overarching business model framework.

Recently, as reported by CCTV Business, on the 4th of the month (local time), the US e-commerce giant Amazon announced its decision to fully open its global logistics and supply chain network to businesses of all sizes and sectors, no longer restricting access to only its in-platform merchants. According to Amazon's official statement released on the same day, this service is now available to third-party companies across all industries, enabling them to utilize Amazon's logistics system for comprehensive end-to-end supply chain management, from raw material transportation and cross-border transit to warehousing, distribution, and final product delivery.

It is widely acknowledged that Amazon, as a leading e-commerce player, has always considered the establishment of its logistics network as a pivotal element in its ecosystem construction. By extending access to its self-built logistics network system beyond its own ecosystem merchants to a wider range of third-party companies, Amazon is undoubtedly initiating a new phase in e-commerce evolution. For Amazon, this move underscores its ongoing commitment to openness and collaboration. For the broader e-commerce industry, it marks the dawn of a new era of transformation and innovation.

The Demise of the Traffic-Centric Model

Reflecting on the trajectory of e-commerce development, a discernible pattern emerges: traffic has been the lifeblood for nearly all industry players, at both the upstream supply and downstream consumer ends. For many e-commerce companies, constructing a vast ecosystem centered around traffic acquisition has become a paramount strategy.

Amazon is no exception. Its open logistics network is a prime example of its efforts to build a robust ecosystem. On one hand, by establishing a logistics network, Amazon has created a comprehensive ecosystem capable of aggregating traffic. On the other hand, this network enables Amazon to forge a product chain that spans the entire e-commerce lifecycle, forming a self-contained ecological loop without relying on external support systems.

Ultimately, whether it's a complete ecosystem or an e-commerce chain running through the entire lifecycle, Amazon's primary objective is to amass as much traffic as possible within its ecosystem. However, with the end of the traffic growth cycle dominated by incremental expansion and the advent of a new cycle centered on leveraging existing resources, the traditional traffic-centric model is facing mounting challenges.

In today's e-commerce landscape, the true competitive edge lies in technological innovation and implementation, as well as the seamless integration of digital technology with the real economy. In this context, the logistics network, which was initially designed to aggregate traffic, is assuming a new role with distinct attributes. Transforming it from a "proprietary infrastructure" to a "public infrastructure" and unlocking its broader potential has become an inevitable choice. Therefore, when Amazon opens up its logistics network, it signifies the end of the traditional traffic-centric model and the rise of a new paradigm centered on industrial innovation and upgrading.

The Rapid Transformation of Traditional Internet-Centric Technologies

As a globally renowned e-commerce giant, Amazon's meteoric rise can be attributed, in part, to its adept use of internet technology to enhance the efficiency of connecting products with consumers. Against the backdrop of traditional information asymmetry, the e-commerce model built on internet technology offers unique advantages, which is why we have witnessed Amazon's transformation from a humble office into a global powerhouse.

As the internet industry enters a new phase, particularly with the evolution of internet technology from the IT era to the DT era and now to the AI era, we are witnessing a profound and all-encompassing transformation of internet technology. As this transformation unfolds, the traditional model of relying on disintermediation to enhance product-consumer connections is also undergoing a metamorphosis.

Reviewing the evolution of internet technology, we can trace its journey from the PC era to the mobile internet era, then to the metaverse, blockchain, and now the AI era. Regardless of the technological form, one thing is certain: traditional internet-centric technologies are undergoing a profound and comprehensive transformation and upgrading.

In the past, businesses relied on beta technology to explore commercial applications; now, they are turning to AI technology for the same purpose, leading to the emergence of new business models and tokens. When Amazon opens up its logistics network, it underscores the profound transformation of traditional internet technology. For Amazon, this move represents a significant transition from the beta era to the token era. To achieve sustained growth in the future, Amazon must accelerate the transformation and upgrading of its internet technology, leveraging AI to drive self-evolution and innovation.

The Accelerated Arrival of a Digital-Real Integration-Centric Model

On the surface, Amazon's decision to open up its logistics network to third-party companies appears to be a straightforward move to break down existing barriers. However, a deeper analysis reveals that Amazon is accelerating its deep integration with more industries through this strategic move. Therefore, when considering the positive implications of Amazon's decision, we can see the advent of a new model centered around digital-real integration.

In fact, a new evolution centered around digital-real integration is already underway. We are witnessing more and more platform companies extending their reach upstream and downstream of industries, leveraging their accumulated technological and business model expertise to deeply empower these sectors and facilitate their transformation and upgrading. Summarizing this development trend, we can see that it represents a process of deep integration between digital technology players and those in the industrial and supply chains.

Through such digital-real integration, the traditional ecosystem-dominated development model is giving way to a new era centered around breaking down ecosystems and achieving deep industrial integration. Amazon's decision to open up its logistics network is primarily aimed at establishing deep integration with upstream and downstream industries to adapt to the accelerating trend of the digital-real integration era. Therefore, when Amazon opens up its logistics network, it signifies the evolution of the traditional model separating the virtual and real economies and the accelerated arrival of a new model centered around the digital and real economies.

Conclusion

Amazon's self-built logistics network has always been a cornerstone of its e-commerce ecosystem. It is no exaggeration to say that a robust logistics network serves as a formidable competitive advantage for Amazon's e-commerce business. Amazon's decision to open up its logistics network to third-party companies is a strategic move in response to industry changes. Behind this decision lies the accelerated retreat of the traffic era, the rapid rise of AI technology, and the comprehensive arrival of digital-real integration. When Amazon opens up its logistics network, it heralds the dawn of a brand-new era in e-commerce.