Andy Jassy's 'Jeff Bezos Moment' arrives as Amazon boss outlines his thoughts on brutal reality of AI

Amazon CEO Andy Jassy this week released an internal memo to all Amazon employees outlining his thoughts on AI. Jassy explained how the US online retail giant is already tapping AI, how Amazon will use more of it in the future to transform the company, and that it will become more efficient in the process.

"There's so much more to come with Generative AI. I'm energised by our progress, excited about our plans ahead, and looking forward to partnering with you all as we change what’s possible for our customers, partners, and how we work," he concluded in the memo.

It’s a move that will be viewed as Jassy’s 'Jeff Bezos Moment', according to Brittain Ladd, a supply chain consultant and former Amazon executive.

This refers back to 1997, when Bezos wrote his first Letter to Shareholders, where he outlined exactly who his company was, what it was going to do, and how it was going to do it.

Ladd commented: "Jassy has figured out the brutal reality of AI: It’s much cheaper and easier to scale an algorithm than scale humans. AI is primarily a mechanism for reducing costs by reducing the number of workers in the company. AI has created two new metrics upon which to assess Amazon’s value - the ratio of AI to humans and revenue per employee. The fewer humans Amazon has, the more revenue per employee, and the more valuable the company. The same is true at Microsoft, Meta, Google and other tech companies."

Earlier today, CEO @ajassy shared a letter to employees discussing how Amazon will continue to evolve with Generative AI. pic.twitter.com/FWYTuoVas0

— Amazon (@amazon) June 17, 2025

Jassy has also learned that AI (so far) hasn’t become a mechanism for creating new industries, Ladd argued.

“I have warned about the falsehood of AI being able to launch new industries that will create “millions of new jobs for humans.” NVIDIA CEO Jensen Huang foolishly continues to say, “Workers are employed by companies. AI will make those companies more innovative and generate more revenue. I’ve never seen a company generate more revenue who didn’t hire more people.” Huang is wrong. Companies will do everything possible to use AI and robotics vs hiring humans.”

Ladd noted that Jassy is using applications at Amazon with the aim of transforming the company to focus on areas powered by AI such as Zoox which will manufacture 10,000 vehicles annually to compete against Tesla and Waymo.

The company is testing AI powered Rivian vans that can operate with a driver or autonomously, and loaded with an automated fulfillment system in the back of the van that looks like it was built with assistance from Fulfil, a partner of Amazon’s. The vans are mobile stores allowing customers to “hail the stores” to their location and buy everyday essentials and other items. As many as 15,000 vans may be in service by 2030.

Elsewhere, Amazon is piloting the use of humanoid and other robotics to work across logistics, in factories, and to make deliveries of packages and groceries.

Ladd concluded: “Notice anything? Those aren’t new industries. Amazon is simply trying to remove as many humans as possible from the industries it already serves, and the activities it performs on a daily basis. It is still thinking big. It’s still Day One. Jassy understands that the game has changed - remove humans and increase the valuation of the company. He has every intention of winning the game.”

RTIH AI in Retail Awards

RTIH, organiser of the industry leading RTIH Innovation Awards, proudly brings you the first edition of the RTIH AI in Retail Awards, which is now open for entries. 

As we witness a digital transformation revolution across all channels, AI tools are reshaping the omnichannel game, from personalising customer experiences to optimising inventory, uncovering insights into consumer behaviour, and enhancing the human element of retailers' businesses.

With 2025 set to be the year when AI and especially gen AI shake off the ‘heavily hyped’ tag and become embedded in retail business processes, our newly launched awards celebrate global technology innovation in a fast moving omnichannel world and the resulting benefits for retailers, shoppers and employees.

Our 2025 winners will be those companies who not only recognise the potential of AI, but also make it usable in everyday work - resulting in more efficiency and innovation in all areas.

Winners will be announced at an evening event at The Barbican in Central London on Wednesday, 3rd September.

This will kick off with a drinks reception in the stunning Conservatory, followed by a three course meal, and awards ceremony in the Garden Room.

Please email our Editor, Scott Thompson, if you have any questions or need further information: scott.thompson@retailtechinnovationhub.com

Key 2025 dates

Friday, 18th July: Award entry deadline 

Tuesday, 22nd July: 2025 finalists revealed

Wednesday, 23rd July - Friday, 8th August: Judging days

Wednesday, 3rd September: Winners announced at the 2025 RTIH AI in Retail Awards Ceremony, to be held at The Barbican in Central London.