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Amazon Supply Chain Services launch signals major shift for freight transportation and logistics

Amazon Supply Chain Services launch signals major shift for freight transportation and logistics

As previously reported, the recent announcement by Seattle-based global e-commerce giant Amazon regarding the official opening of Amazon Supply Chain Services (ASCS), in which it will give shippers access to the same logistics network and capabilities it has spent years building to power its own operations, is expected to have significant ramifications for the industry going forward.In its announcement, Amazon explained that the rollout of ASCS extends the company’s entire portfolio of freight, distribution, fulfillment, and parcel shipping solutions to businesses of all types and sizes, adding that these services were originally developed to power Amazon’s own retail operations and to support independent selling partners worldwide.The move brings in some major early adopters. Procter & Gamble, 3M, Lands’ End, and American Eagle Outfitters are already using pieces of the network, from freight to last-mile delivery.Peter Larsen, vice president of Amazon Supply Chain Services, told LM that the impetus for the eventual rollout of ASCS goes back to Amazon’s earliest days, when the company began building a fulfillment network to place inventory closer to customers, which was subsequently expanded toward transportation, with the recognition that fast, reliable delivery wasn’t just a feature—it was the product. Over time, he explained, it evolved into a fully integrated, end-to-end supply chain capable of handling major challenges like sudden demand surges, peak seasons, and geopolitical disruptions.As the network grew more robust, Larsen noted that sellers began asking if they could use it for orders beyond Amazon—and, seeing the impact on its own partners, the question shifted from “should we offer this externally?” to “how quickly can we make it available?”In terms of the shipper benefits this new offering provides, Larsen pointed to three core strengths Amazon has developed that can be viewed as hard to replicate, including: • Capacity. While most carriers focus on just one segment of the supply chain, ASCS covers the entire process—freight, distribution, fulfillment, and last-mile delivery—all within a single network, reducing handoffs and limiting the number of vendors involved when issues arise. Amazon also builds its network to handle peak demand at a level higher than most companies, so when ASCS customers need capacity, it’s available; • The standard ASCS operates at. Larsen explained its network was designed to meet the expectations of Prime members—often considered among the most demanding customers. The company can closely monitor every defect and ensure it’s addressed, and now businesses using the network can benefit from that same high bar; and • AI capability. Larsen observed that with decades of supply chain data, businesses can leverage advanced models—like forecasting demand for over 400 million products daily or using freight technology that combines satellite imagery, road networks, and delivery history to support drivers.Looking ahead, Amazon is focused on continuously improving the ASCS experience for businesses in a few key ways.One approach it is taking is through significant investments in AI, automation, and robotics. With more than a million robots in operation today—and systems like Sequoia using AI and computer vision to process inventory up to 75% faster—the network keeps evolving, and so do the capabilities available to customers, according to Larsen.He also addressed how Amazon is broadening its reach, as evidenced by a $4 billion investment to triple its delivery network by the end of 2026, with a focus on small towns and rural areas. This will allow ASCS customers to serve more end customers with fast, dependable shipping and ensure businesses can reach their customers wherever they are.In a research note, Ravi Shanker, transportation analyst at Morgan Stanley, wrote that it could be a watershed moment for North American freight transportation companies.“ASCS is differentiated less by any one feature and more by how its scale, speed, and reliability are built across all parts of the system,” he wrote. “It combines several logistics functions into one network. First, its freight capabilities cover multiple transportation modes (such as ocean, air, rail, and trucking), allowing businesses to move goods globally with different speed options while also handling booking, customs, and tracking in one place. Second, its distribution and fulfillment system lets companies store inventory within Amazon’s network and position it closer to where customers are, which can improve delivery times and accuracy across various sales channels, not just Amazon. Finally, its parcel shipping service handles last-mile delivery, offering two-to-five-day shipping speeds, along with flexible pickup options and end-to-end tracking.”Paul Yaussy, head of parcel contract intelligence at Loop, said that through the opening of its entire logistics network to any business, not just Amazon sellers, this has real potential in the long term to disrupt the 3PL landscape.“First, this signals that Amazon's parcel shipping network is more mature than most people realized,” said Yaussy. “You don't make this kind of offer unless you're confident in your capacity and reliability. Second, it gives businesses a credible new option when negotiating with their existing logistics providers. Just having Amazon in the mix changes the conversation on pricing. The bottom line: Amazon is doing to supply chain what AWS did to IT infrastructure, taking capabilities it built for itself and making them available to everyone. That's a long game, but it's one worth paying attention to.”The visibility component of this announcement is especially significant, according to Paul Tonsager, CEO of IMS Advisory.The reason for that, he stated, is that Amazon spent 15 years making visibility a function of its delivery network, not a feature layered on top of it—with ASCS being that architecture going commercial.“The thesis applies directly: the party that controls the data controls the relationship,” explained Tonsager. “P&G, 3M, American Eagle, and Lands' End are signing up for an arrangement in which Amazon sees their inbound raw materials, cross-channel demand, returns velocity, and fulfillment SLAs at a granularity their incumbent 3PLs never had. Structurally, each of them is a USPS in waiting. That's the same data architecture playing out one node further downstream from where it played out last month. The USPS relationship looked permanent at $5 billion in revenue too.”

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