Introduction The Balanced Scorecard is one of the important ways of specifying, presenting, and implementing the supply chain strategy to form a tool to assess its performance adequately. This concept contributes to the probability of implementing the intended supply chain strategy (Harmon, 2019). One of the strengths of the balanced scorecard is that it serves as a platform for integrating a wide variety of frequently used supply chain management elements (Bowersox, 2019). Instead of a disjointed list of indicators, strategic supply chain goals are presented as KPIs. Strategic goals are developed based on the existing vision and strategy and have the status of decisive supply chain goals (Harmon, 2019). To plan and deliver the goals, relevant financial and non-financial indicators are developed for each of them, for which, in turn, target and actual values are defined. Implementation of the balanced scorecard has allowed many firms to significantly improve the quality of their logistics, leading to commercial success. Operations Amazon is a company that, guided by the principles of a balanced scorecard, has been able to achieve significant success. Among the objectives of internal processes are same-day delivery and the creation of a virtual assistant. The key metrics are the number of purchases in new product segments and customer interaction with the new tool (a virtual assistant). Amazon’s separate, powerful analytics system calculates the most economical way to deliver packages. It calculates the shortest route for each package, so the company saves millions of dollars on fuel and manages to deliver packages ahead of schedule by several hours and sometimes days. To cut shipping costs and reduce the fees that intermediary shipping companies have to pay, Amazon is developing its own shipping system. This includes courier services and vehicles and the creation of a fleet of drones and aircraft, on which the company plans to spend about $1.5 billion soon. Year after year, Amazon reduces the delivery time, and in China, it takes one day to transport the goods to the buyer. Besides, Amazon’s virtual assistant conducts product research, processes orders, and performs other important tasks, saving customers valuable time. It is statistically proven that 75% of customers will continue to shop with a brand that provides a consistent service experience across all platforms (Amazon Listing Service, 2021). Due to the implementation of Virtual Help, Amazon has been able to improve its KPIs. Customer Service In terms of customer satisfaction, the company’s objectives were to build customer trust and improve the shopping experience. To do this, Amazon used metrics such as the number of returning users with a purchase and an estimate of the customer loyalty index based on a typical shopping session. In the 1990s, the company invented the visitor feedback system and product rating and then created the loyalty program with paid subscriptions. Today it is enjoyed by more than 140 million customers in the U.S. alone (Rodríguez, 2021). A retention rate is consistently over 90%, which is a record among competitors (Rodríguez, 2021). Achieving such impressive successe