De-blackboxing: Amazon Logistic
Curated a comprehensive framework illustrating Amazon's multi-modal shipping strategies
This project, completed as part of a graduate-level course, critically examines Amazon's logistics ecosystem as a sociotechnical system, deconstructing its components to uncover opportunities for participation and intervention. Drawing on five analytical dimensions—Histories & Iterations, Motivations & Power Players, Metals & Bits, Infrastructure & Standards, and Users & Non-Users—the project reveals the intricate interplay of technology, labor, and infrastructure that enables Amazon's global dominance in logistics.
#Data Analysis, #Data Collection, #Miro
Histories & Iterations
The project begins by tracing the iterative evolution of Amazon’s logistics system, from its early adoption of Kiva robots to its latest innovations like Proteus and Titan. By analyzing the historical trajectory, the project highlights what is novel, such as adaptive routing algorithms and regional fulfillment models, alongside enduring practices like containerized shipping.
Motivations & Power Players
This section investigates the actors driving Amazon's logistics development. From Jeff Bezos' initial vision to current leadership teams, the analysis explores motivations like cost-efficiency, customer satisfaction, and market domination. It also highlights the role of third-party logistics providers and independent contractors in sustaining Amazon’s logistics network.
Metals & Bits
A deep dive into the technical composition of Amazon’s logistics reveals the hardware, algorithms, and data powering the system. This includes robots like Hercules and Pegasus, equipped with collision avoidance sensors, QR code navigation, and barcode scanning capabilities. The project also examines machine learning models like DDP for route optimization and AWS as the backbone of computational logistics.
Infrastructure & Standards
Amazon’s logistics system relies on a vast network of infrastructure and standards. This section analyzes how electricity, internet connectivity, and mobile architecture support the system, alongside standards such as shipping APIs, GPS protocols, and e-commerce interfaces. It also explores the environmental impact of logistics operations, emphasizing Amazon's transition to electric vehicles and renewable energy.
Users & Non-Users
Finally, the project considers how Amazon designs for users, from Prime members benefiting from real-time package tracking and Sunday delivery to independent sellers leveraging Fulfillment by Amazon. It also examines non-users, including those excluded due to cost, regional restrictions, or competitive disadvantages, offering insights into how the system might be made more inclusive.
