Amazon plans to invest up to $25 billion in modernized logistics centers and robotics solutions within its online retail. According to company circles, this is about a quarter of the total $100 billion the tech company will spend on capital expenditures this year. The goal is to significantly reduce costs and shorten delivery times—primarily to compete with low-cost providers like China's Temu.

Central to the efficiency program are highly automated fulfillment centers, whose robotics proportion, according to management, is already leading to noticeable savings. At the latest showcase location in Shreveport, Louisiana, the workforce has been reduced through the use of mobile drive units and advanced robotic arms, while costs have decreased by about a quarter. Industry experts like Morgan Stanley expect that Amazon could save up to $10 billion annually in the long term.

The offensive takes place against the backdrop of severe cuts: Amazon CEO Andy Jassy has cut several thousand jobs to act with more "start-up spirit." At the same time, the company must invest billions into its cloud division and generative AI ambitions to gain ground against Google and Microsoft. Meanwhile, Amazon is actively expanding its network for Prime customers, dividing it into smaller delivery units, and thus preparing itself against competitors like Shein and Temu.

Robotics experts point to shrinking personnel capacities in the labor market, favoring automation in many warehouses. Amazon is convinced that new technology reduces costs and increases employee safety – the company emphasizes its commitment to continuing to expand the number of employees worldwide.