Amazon is at the nexus of e-­commerce, data and logistics, with a drive to constantly improve its logistics network. According to its 2017 annual report, more than a quarter of Amazon’s third-­party sales (which represent half of Amazon’s sales) are cross border. ​Fulfillment and global logistics is increasingly a goal in and of itself.​ The company’s early 2018 competition assessment noted that ​“companies that provide fulfillment and logistics services for themselves” are competition. ​In other words, if you’re shipping your own goods, you’re competition.