Expanding Operations: Key Strategies from Amazon’s Growth Journey

Amazon’s remarkable expansion has served as a prime case study in business scaling, evolving from a small startup in Jeff Bezos’ garage to a global powerhouse with over 1.5 million employees. Recently, Amazon announced plans to recruit 250,000 employees for the upcoming holiday season, marking a significant increase from the previous year’s 150,000 new hires. This decision reflects a strong U.S. economy as we approach the festive period, according to Gad Allon, a professor at Wharton specializing in operations, information, and decisions.

During a Wharton Business Daily interview on SiriusXM, Allon emphasized the importance of seizing the moment, especially when economic conditions are favorable and unemployment rates are low. Missing out on adequate staffing could mean missing out on critical business opportunities.

In his executive education course at Wharton, “Scaling Business for Profitable Growth,” Allon uses Amazon as a prime example to dissect the complex layers of strategy, marketing, finance, and leadership required to scale a business successfully. Despite Amazon’s consistent growth in net sales revenue, which might make scaling appear straightforward, Allon highlights the intricate and challenging nature of scaling for any business.

Understanding market trends and consumer behaviors is crucial, as demonstrated by the COVID-19 pandemic. Companies had to quickly adapt to sudden changes; some succeeded, while others struggled. Allon pointed to the fintech company Stripe, which had to lay off 14% of its workforce after a pandemic-driven hiring spree proved unsustainable.

Allon also discussed the challenges and inefficiencies that accompany rapid expansion. Although Amazon began as a centralized operation, it had to decentralize to offer faster delivery options, like same-day and next-day services. This required a substantial increase in the number of employees and warehouse facilities. Now, in 90 U.S. metropolitan areas, an order can be processed for shipping within just 11 minutes—a feat that involves significant human labor despite advances in automation.

He noted that rising shipping costs are a key metric of inefficiency that Amazon is looking to address. Moreover, even with sophisticated robotics like Amazon’s Sparrow, which can handle 65% of product SKUs, there remain significant challenges in streamlining the picking and packing process.

Looking ahead, Allon believes that technological advancements, particularly in generative AI and machine learning, could play a pivotal role in enhancing operational efficiency. Yet, until these technologies become more affordable and integrate smoothly, hiring more human workers remains a more viable option.

Retailers recognize that the holiday season is critical for sales, and being well-prepared with sufficient stock and staffing is essential. According to Allon, this period leaves little room for error, as consumers are quick to switch to competitors if their needs are not met promptly.