--- title: Amazon’s about to beat the delivery giants at their own game - The Hustle description: If you think you’re seeing more Amazon logos around your ’hood, it’s because you are. image: https://hs-sbup.thehustle.co/hubfs/The%20Hustle%20News/Assets/Images/434620645-News-Brief_2021-11-30T004738.854Z.webp --- # Amazon’s about to beat the delivery giants at their own game ![Jacob Cohen](https://thehustle.co/wp-content/uploads/2021/01/IMG_5670-1-modified-768x768.png?width=48&height=48&name=IMG_5670-1-modified-768x768.png) [Jacob Cohen](https://hs-sbup.thehustle.co/author/jacob-cohen) [Jacob Cohen Twitter profile ](https://twitter.com/ImJacobCohen) Published: November 30, 2021 Updated: October 11, 2023 *Source: *[*Smith Collection/Gado/Getty Images*](https://www.gettyimages.com/detail/news-photo/tractor-trailer-semi-truck-with-logos-for-amazon-prime-news-photo/834704902?adppopup=true) ![Amazon’s about to beat the delivery giants at their own game](https://hs-sbup.thehustle.co/hs-fs/hubfs/The%20Hustle%20News/Assets/Images/434620645-News-Brief_2021-11-30T004738.854Z.webp?width=595&height=400&name=434620645-News-Brief_2021-11-30T004738.854Z.webp) Back in the olden days, believe it or not, Amazon used outside carriers to deliver its packages. But after a holiday mishap in 2013, which resulted in outside carriers failing to deliver Amazon packages in time for Christmas, Amazon basically said “screw this.” Fast forward to 2021 — yesterday, Amazon’s CEO of worldwide consumer business [said](https://www.cnbc.com/2021/11/29/amazon-on-track-to-be-largest-us-delivery-service-by-2022-exec-says.html) the company could be the largest US package delivery company by year end. #### **What’s happened since 2013?** In short, Amazon did what Amazon does best: It built its own solution to its own problem, rapidly [assembling](https://www.cnbc.com/2021/09/04/how-amazon-is-shipping-for-third-parties-to-compete-with-fedex-and-ups.html) one of America’s largest transportation networks. In less than a decade, the company put together: - An army of **400k** delivery drivers - An arsenal of **40k** semis and **30k** vans - A fleet of **70+** planes So if you feel like you’re seeing more Amazon logos around your neighborhood, it’s because you are. #### **And the *****prime***** move by Amazon…** … is that it utilizes all this physical real estate as a giant billboard. When Amazon has a new show on Prime Video, it can advertise it on the packing tape on cardboard boxes. Or if it’s trying to drive up Prime subscriptions, it can slap a funny slogan on the back of 40k semis. Amazon’s investment in delivery could prove to be a highly successful vertically-integrated move. Much more so than the time it unknowingly updated its app icon to look like Hitler’s [mustache](https://www.theverge.com/tldr/2021/3/1/22307870/amazon-new-app-icon-mustache-shave-change-design-update). 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