Amazon apes Visa as it works towards becoming the transaction network of commerce

There is something interesting taking place at Amazon that analysts have overlooked. Most still see it as a retailer stocking shelves, owning inventory, shipping boxes. But its long-game strategy points to something bigger: becoming the transaction network of commerce, akin to Visa in payments. So says Brittain Ladd, a supply chain consultant and former Amazon executive.

In a LinkedIn post, he said: “Visa doesn’t make products or set prices. It provides the rails for payments. Every swipe, tap, or online payment flows through its network, earning Visa a small fee per transaction. That made itone of the world’s most powerful, profitable companies.”

Amazon, according to Ladd, is constructing parallel rails: A dominant consumer interface (app and Rufus AI, now with 300 million+ users and agentic features like Auto Buy); Logistics mastery (global fulfillment handling billions in deliveries); Payment/identity trust (saved details, one-click, encryption).; AWS infrastructure (powering AI and now partnering with Visa on agentic tools); Agentic execution via Buy For Me (Rufus shops external sites, completes purchases on your behalf securely, without leaving Amazon).

Ladd added: “With Buy For Me, Amazon no longer needs to own the product to capture the journey:.The AI discovers, decides, transacts (even off-platform), and orchestrates fulfillment expectations. In an agent-first world (“find the best and buy it”), transactions increasingly flow through Amazon’s ecosystem.”

“Amazon may not charge fees on these external buys yet (beta phase focuses on defense and habit-forming), but the infrastructure is in place to monetise at scale. via take rates, ads, data, or premium agent features, while enjoying near-zero inventory risk on routed volume.”

He concluded: “Visa became indispensable by owning payment rails. Amazon is positioning to own commerce rails: discovery, decision, transaction, and execution. If this vision scales, which I believe it will, Amazon transcends retail. Amazon becomes the indispensable backbone of how the world shops. This is far more powerful and strategic than being a retailer.”

2026 RTIH Innovation Awards

AI will be a key focus area at the 2026 RTIH Innovation Awards.

The awards are now open for entries and celebrate global retail technology innovation in a fast moving omnichannel world.

Our winners will be revealed at the 2026 RTIH Innovation Awards Ceremony, taking place at The HAC in Central London on Wednesday, 4th November.

Check out our 2025 winners here.

Our 2025 hall of fame entrants were revealed during a sold out event which took place at The HAC on 16th October and consisted of a drinks reception, three course meal, and awards ceremony presided over by award winning comedian, actress and writer Tiff Stevenson.

In his welcome speech, Scott Thompson, Founder and Editor, RTIH, said: “This is the awards’ fifth year as a physical event. We started off with just 30 people at the South Place Hotel not far from here, then moved to London Bridge Hotel, then The Barbican, and last year RIBA’s HQ in the West End.”

“But I’m conscious of the fact that, to quote the legend that is Taylor Swift, You’re only as hot as your last hit, baby. So, this year we’ve moved to our biggest venue yet, and also pulled in our largest number of entries to date and broken attendance records.”

He added: “This year’s submissions have without doubt been our best yet. To quote one of the judges: The examples of innovative developments across both traditional and digital retail spaces were truly remarkable.”

Congratulations to our winners, and a big thank you to our sponsors, judging panel, the legend that is Tiff Stevenson, and all those who attended our 2025 gathering.