Research Overview

Amazon, the eCommerce behemoth, has been making steady strides in the automotive industry and larger mobility landscape over the past decade. The company is slowly building relevant capabilities using a focused approach, giving it a foothold across automotive CASE and retail avenues.

When it comes to connected vehicles, Amazon’s primary offering is Amazon Web Services, which offers a whole host of services for automotive companies across three key cloud computing models, namely, Platform as a Service, Infrastructure as a Service, and Software as a Service. This offers automotive companies various services, including data storage, data computing, data analytics, networking, enterprise solutions, data security, and developer tools. The services are offered in a pay-as-you-go pricing model, offering customers the flexibility to choose their most required services. Another offering in the connected vehicles space is the Alexa voice assistant from Amazon. As of 2020, there are about 100,000 Alexa skills, of which 161 relate to connected cars. It plans to develop and launch skills for various in-vehicle HMI features such as center stack, instrument cluster, HUD, and RSE system in the future.