Insider Intelligence delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About Insider Intelligence

Our goal at Insider Intelligence is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how Insider Intelligence came to be.
Learn More
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about Insider Intelligence.
Contact Us
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

The Power of Amazon in 2023

What’s Next for the Titan’s 19 Business Divisions

About This Report
In the two years since our inaugural “Power of Amazon” report, Amazon has remained a retail and tech powerhouse—but it hasn’t been immune to economic uncertainty, shifting consumer behaviors, or increased competition. We examine how Amazon’s 19 business divisions have changed and how these new developments might affect your industry.
Table of Contents

In the two years since our inaugural “Power of Amazon” report, Amazon has maintained its status as a retail and tech powerhouse—but it hasn’t been immune to economic uncertainty, shifting consumer behaviors, or increased competition. Here we examine how Amazon’s 19 business divisions have changed (if at all), what that means for its flywheel, and how these new developments might affect your industry.

Key Question: How have the past two years of economic uncertainty impacted Amazon’s position across 19 divisions?

KEY STAT: Amazon’s largest revenue stream—online stores—was the only division to post negative growth, while AWS saw the strongest revenue growth in fiscal 2022.

Here’s what’s in the full report


Exportable files for easy reading, analysis and sharing.


Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. The Power of Amazon in 2023
  2. What Is the Power Rating?
  3. Retail Ecommerce: Amazon’s growth is slowing, but it remains a dominant force.
  4. Amazon Pay: The solution is gaining steam via partnerships.
  5. Stores: New formats are paused as Amazon’s strategy returns to test and learn.
  6. Grocery: Steady gains keep Amazon competitive in the digital market.
  7. Just Walk Out: Store closures and cost-cutting efforts leave the tech stumbling.
  8. Amazon Healthcare: The company faces challenges in becoming a pillar of the healthcare space.
  1. Fulfillment by Amazon: The great ecommerce reset forces Amazon to rethink distribution.
  2. Advertising: The retail media network pioneer maintains its dominance amid mounting competition.
  3. Amazon Business: The leader’s growth in third-party B2B procurement is slowing.
  4. Business Payments: Amazon is creating a more holistic offering.
  5. Amazon Web Services: Competition threatens Amazon’s market-leading share in cloud computing.
  6. Amazon One: The company remains a market leader in a nascent biometric payments space.
  7. Ring Home Security: Security cameras are the focus of Amazon’s IoT strategy.
  8. Echo and Alexa: Voice connectivity sits at a crossroads.
  1. Kindle and Fire Tablets: OG Amazon devices retain their role as media platforms.
  2. Fire TV: Amazon finds a hub for its media advertising flywheel.
  3. Video: Amazon is firing on all cylinders.
  4. Audio: Amazon is still finding its voice.
  5. Gaming: Amazon needs to up its game to become a leader.
  6. Media Gallery


Grace Broadbent, Sky Canaves, Andrew Lipsman, David Morris, Carina Perkins, Lisa Phillips, Blake Droesch, Paul Verna, Kelsey Voss, Yoram Wurmser


Grace Broadbent
Suzy Davidkhanian
Principal Analyst, Retail & Ecommerce
Rajiv Leventhal
Analyst, Digital Health
Tiffani Montez
Principal Analyst, Banking
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client