Amazon will be many things, the most predictable of which is its ambition to control American shipping. The company's efforts to bring users whatever they want for 24 hours require movement by land, air and sea.
Today, the company broke the foundations for expanding its airborne ambitions, breaking the ground on a three million square foot Prime Air airport outside Cincinnati (in Kentucky). If the three million square meter optics are lost on you, there is actually a 100 car beam parking garage. Amazon does not even have so many jets, but the hub is a residential area for the company's major logistics ambitions.
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As most groundbreaking events, a ceremonial affair with a lot of pump and photo ops. CEO Jeff Bezos himself made a surprising look, jumped into the driver's seat of a front loader and dropped some dirt on an already heavy pile.
The optics were also clear that Amazon adds salt to the wound as it moves to take down the country's logistics chances like FedEx and UPS.
Although Amazon appears to add new regional Prime Air hubs in Texas and Ohio this year, it is clear that the technology giant still has much reason to make up. Amazon has a few dozen planes flying several hundred planes a week while UPS and Fedex have hundreds of planes flying thousands of flights.
One thing that is certain, Amazon is involved in the core business of FedEx and UPS while Amazon does not seem to be in danger of the opposite that comes true.