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The Seattle Times reports that Amazon, focused on "upending the archaic ways of the trucking business," is working on a new service "that would connect truck drivers with shippers, a move that would highlight the company’s multi-pronged foray in the world of logistics."

Such a service, the story says, would be a marked departure in an industry "where brokers usually make these connections using old-fashioned phones and email, for a fee."

There are a couple of interesting side notes to this story.

For one thing, the development of the trucking application is taking place within an Amazon department called, rather prosaically, “Middle Mile Transportation Technology," which seems like it might cover a lot of territory over the long run.

And, even more intriguingly, it appears that the Amazon initiative could be competing with a startup business in which Amazon CEO Jeff Bezos has made an investment. The startup is called Convoy, is run by former Amazon employee Dan Lewis, and has raised more than $18 million - including some from Bezos' personal investment company. Convoy, the story says, "develops software that matches trucking companies that have empty vehicles with companies that need to ship freight."
KC's View:
This is fascinating on all sorts of levels, not least because I suspect that Bezos sees no conflict between what Amazon is doing and what Convoy is developing; it is all about making multiple intelligent bets that will move the needle in significant and sustainable ways.

And that's the real point. Amazon - and Bezos - sees industries where there appear to be inefficiencies and legacy-based systems, and it looks for ways to disrupt in a way that will serve the consumer in the long-term. That's what this is all about - finding niches and turning them into chasms where Amazon can build bridges that will make a difference.