Amazon Supply Chain Services: global logistics for SMEs

The market is shifting: Amazon enters third-party logistics

On May 4, 2026, Amazon officially announced the launch of Amazon Supply Chain Services . As reported by TechCrunch , the new service opens up Amazon's global logistics network to any business. You no longer need to sell on the marketplace to access it. Therefore, the line between Amazon as a sales platform and Amazon as a logistics operator blurs further.

In summary, Amazon Supply Chain Services offers warehousing, fulfillment, international shipping, and returns management. All through the same infrastructure that powers Amazon Prime. Consequently, UPS and FedEx are facing a competitor with unprecedented scale, technology, and data in the industry.

Market Scenarios: Who Wins and Who Risks

The B2B logistics market is worth billions globally. According to McKinsey , the demand for integrated logistics services is constantly growing, driven by e-commerce and the complexity of post-pandemic supply chains. Furthermore, cost pressure is pushing SMEs to seek alternatives to traditional operators.

In this context, Amazon enters with a structural advantage. It already owns warehouses, fleets, optimization algorithms, and a widespread last-mile delivery network. Conversely, UPS and FedEx must defend market share with infrastructures built over decades but less agile on the technological front. However, traditional carriers maintain consolidated relationships and a presence in segments—like heavy industrial logistics—where Amazon is still absent.

For Italian SMEs, therefore, the scenario is divided into two fronts: opportunities to access premium infrastructure at potentially competitive costs, and the risk of dependence on an ecosystem that also controls sales channels.

Selection criteria: when Amazon Supply Chain Services is truly convenient

The choice between Amazon Supply Chain Services and traditional operators is not universal. It depends on specific variables for each company. We at SHM Studio we suggest evaluating at least four dimensions before making a decision.

• Shipping volume and frequency: Amazon Supply Chain Services tends to be more convenient for high and recurring volumes. For occasional or niche shipments, traditional carriers may offer greater contractual flexibility.
• Geographic destinations: The Amazon network is particularly strong in the USA, Western Europe, and some Asian areas. However, for emerging markets or specialized routes, DHL, UPS, and FedEx maintain superior coverage.
• Integration with sales channels: If the company already sells on Amazon or plans to do so, logistical integration is almost natural. Conversely, those who operate exclusively through their own channels must evaluate the costs of technical integration.
• Operational data management: Relying on Amazon means sharing data on volumes, seasonality, and customers. For some product categories, this represents a concrete competitive risk.

In addition to this, it is appropriate to consider the service levels contractually guaranteed. Amazon has an excellent reputation with consumers, but its track record in pure B2B is still under construction.

When to choose Amazon, when to stick with traditional carriers

The comparative logic becomes clearer with concrete scenarios. Therefore, we propose a reading by type of SME.

Amazon Supply Chain Services is the preferable choice when: the company has a rapidly growing e-commerce business, sells or plans to sell on marketplaces, needs to scale logistics without its own infrastructure investments, and operates mainly in markets where Amazon already has a mature network. In particular, the consumer goods retail sector and consumer electronics are the most favorable contexts.

Traditional carriers remain preferable when: the company operates in B2B with large-format or heavy shipments, has routes to markets not covered by Amazon, requires customized SLAs and dedicated relationships, or considers sharing operational data with a potential competitor strategically risky. Similarly, companies with strong sector compliance constraints — pharmaceuticals, food — will find certified carriers a more solid guarantee.

The perspective of a Milanese agency on digital supply chain

There's an aspect that often gets overlooked in purely logistical debates. The supply chain is increasingly a marketing asset. In fact, delivery speed, packaging quality, and the returns experience directly influence brand reputation and repurchase rates. According to Harvard Business Review, companies that integrate supply chain and customer experience achieve measurable competitive advantages.

Therefore, the decision on which logistics operator to choose cannot be separated from the overall digital strategy. A company that invests in google ads campaigns to acquire customers, it must ensure that the post-purchase experience lives up to the expectations generated by communication. Likewise, those who work on SEO to position itself on commercial queries, it must be able to convert traffic with reliable logistics.

In this sense, Amazon Supply Chain Services offers an interesting integration with Amazon's own advertising tools. However, for those operating on their own channels, the logistics choice must be consistent with the digital ecosystem built over time.

Operational implications for Italian SMEs

Italian SMEs operating in e-commerce or B2B retail are currently facing a significant evaluation window. In fact, the coming months will be decisive in understanding what contractual conditions Amazon will offer to the European market and how traditional carriers will respond in terms of pricing and services.

Some concrete actions we suggest starting now:

• Map current logistics costs by product category and geographic destination.
• Request comparative quotes from Amazon and current carriers on actual volumes.
• Evaluate the impact on channel strategy: direct sales vs. marketplace.
• Analyze the data you would share with Amazon and its competitive risk.
• Integrate logistics assessment with the roadmap of Digital marketing and AI applied to business processes .

Furthermore, it is useful to monitor the European regulatory evolution on the topic of digital gatekeepers. The Digital Markets Act could also have implications for the logistics services offered by dominant platforms.

SHM Studio Recommendation: Integrate, Don't Replace

Our reading is pragmatic. Amazon Supply Chain Services is not a universal solution, but it is a powerful tool for specific business profiles. Therefore, the recommendation is not to adopt or reject it a priori, but to integrate it consciously into the operational and digital strategy.

SMEs that today manage logistics as a pure cost have the opportunity to transform it into a competitive advantage. This applies whether you choose Amazon or stick with traditional carriers with a more structured approach. In either case, the key is consistency between logistics, web presence , content and B2B communication .

To learn more about how to structure an integrated strategy that also takes into account the evolution of the digital supply chain, you can contact the SHM Studio team or explore the articles of the our blog dedicated to the evolution of digital commerce.