It’s not just that Amazon is secretive. There are lots of secretive companies—Apple, of course, tops the list—but if you watch even the most tight-lipped firms, you can usually get a sense of the general parameters of their behavior. Everyone understands the basic way that Apple is looking to make money—sell a lot of beautiful things at a high margin—and for all its theatrical secrecy, the company usually dishes out straight and detailed answers about its core businesses. (Want Tim Cook’s perspective on carriers’ incentives to subsidize the iPhone? He spent many minutes elaborating on it in Apple’s last earnings call.)
Amazon, by comparison, is a black box. It’s got so many different businesses across so many different product types—it just opened a store that will sell you industrial supplies, it bought a company that makes robots, it’s looking to produce movies and sitcoms, and somewhere in there it also sells books and music and computers and refrigerators and server space and on and on—that it’s difficult to discern any of the company’s essential goals.
Amazon som företag är helt enormt inte bara i USA utan också i resten av värden. De säljer böcker, läsplattor och snart en Androidbaserad tablet, och erbjuder molntjänster för lagring som exempelvis Dropbox bygger hela sin verksamhet på.