As it continues to build its e-commerce empire, Amazon is also expanding its range of services into areas as diverse as robotics, healthcare and entertainment.
One of the innovations unveiled by the Seattle-based giant in recent days is a computer system for a delivery truck that will save time on deliveries for its speed-obsessed logistics network.
Doug Herrington, president of Amazon Stores, said the technology allows trucks to recognise stops and determine which packages to deliver at those locations.
"When we speed up deliveries, customers increase their consumption," Herrington explained.
"In 2024, we will have the fastest deliveries for Amazon Prime+ customers around the world," he added, referring to the company's paid subscription service.
In addition, according to Herrington, Amazon was able to reduce the cost of each unit shipped by 45 cents last year, which represents huge savings given the huge volume of sales.
Amazon made more than $30 billion in profits last year on revenues of $575 billion, driven by its online retail business and its AWS cloud computing service.
The giant company "has a flywheel-like integrated model with Amazon Prime as the anchor," said eMarketer analyst Suzie Davidkhanian.
She described Prime as "the glue that holds everything together".
The company's businesses span retail, advertising, cloud computing, movies and music streaming.
But that model has exposed the three-decade-old company to a lawsuit from the US government, which accuses it of illegally creating a monopoly and stifling competition.
Davidkhanian said Amazon makes money from the data it collects about consumers, either by targeting them with ads or by suggesting products they might be interested in.
Amazon has paid a fortune for the rights to stream NFL games on Prime Video, a move that could help it attract sports fans.
Amazon's digital assistant Alexa can make purchases for users, and the tool is even built into appliances such as washing machines to automatically buy supplies such as detergent as needed.
Amazon also showed off improvements to its One Medical virtual healthcare service.
For $9 a month, Prime members get anytime access to video consultations with medical professionals, as well as their medical records and prescriptions.
Amazon Pharmacy uses the company's delivery network to get prescriptions to patients quickly, with a goal of less than 24 hours for 45 percent of customers by the end of next year.
"We're building a pharmacy in your pocket that delivers quickly to your door," said Hannah McLellan, CEO of Amazon Pharmacy, referring to the smartphone app option.
The healthcare market promises to be a big winner for Amazon, which is "trying to be the one-stop shop for everyone," according to analyst David Khanian.
Amazon has suffered setbacks in bricks-and-mortar stores, but it's continuing to pursue a winning strategy.
It will open its first "micro-automated warehouse" next year in Pennsylvania, next to a Whole Foods Market store it bought in 2017.
Users will be able to pick up selected online purchases, with orders fulfilled by robots, after shopping nearby for groceries and fresh produce.
Amazon, meanwhile, is ramping up its use of artificial intelligence in its online store with tools to help sellers describe and explain products.
The new technology allows product labels to change depending on the user, displaying terms that are more likely to catch their attention, such as "strawberry flavour" for some and "gluten-free" for others.
"What Amazon is doing with AI is making sure you go from searching for something to making a purchase as quickly as possible," says David Khanian.
At a logistics centre near Nashville, robotic arms deftly placed packages into carts that autonomously made their way to trucks.
Amazon's head of robotics, Julie Mitchell, says the automation of the logistics centre improves safety and frees up workers for more important tasks.
But critics say the pressure of speed of delivery and other factors make Amazon's warehouses more dangerous for its workers than the rest of the industry.
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