CHRONOLOGICAL ANALYSIS OF THE LAST DECADE OF AMAZON BUSINESS PLAN AND EMPLOY RETENTION

Abstract

This paper analyses the evolution of Amazon's operations over the last decade, highlighting its technological innovations, logistics expansions and diversification strategies. The company has implemented advanced technologies such as robotics, artificial intelligence and machine learning to optimise its processes and improve operational efficiency. Key milestones include the introduction of Kiva robots in 2014, the launch of Amazon Prime Air in 2016 and the creation of Amazon Robotics in 2020. These innovations have enabled Amazon to reduce costs and delivery times, improving customer satisfaction. The expansion of its global logistics network and diversification into areas such as Amazon Web Services and Amazon Prime have been key to its growth. However, Amazon has faced significant criticism over labour conditions in its distribution centres and their environmental impact. Despite improvements in wages and welfare programmes, high employee turnover and demanding labour practices remain persistent problems. The analysis also assesses Amazon's corporate image, which has been shaped by its innovations and labour controversies. To maintain its leadership, Amazon must continue to innovate and improve its labour practices and sustainability. In summary, Amazon has shown an outstanding ability to adapt and grow, but faces challenges in employee retention and corporate social responsibility.