Abstract

Moving on from the larger historical development of the platform economy, this chapter focuses on contextualizing Amazon’s expansion and platforms within this larger trajectory. Amazon spreads its roots across the platform economy, becoming foundational to it and making it increasingly difficult not to encounter Amazon in one way or another while using the Internet. This chapter traces its development within the larger platform economy from its establishment in the 1990s to the monopoly it has grown into today. Focusing mainly on the perspective of capital, this chapter underlines the dimensions of Amazon’s growing and expanding ecosystem. It highlights how Amazon has organically created platforms across all three generations in relation to the wider context in which these are situated. It especially focuses on its e-commerce platform and digital labor platform, Amazon Mechanical Turk, as these constitute the focus for the later investigation of the world of workers. Amazon is increasingly regarded as a trendsetter for other platforms and industries, holding repercussions and implications within and possibly beyond the platform economy.

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