AWS has turned from an asterisk to the third-largest enterprise software business in the world, with an estimated $35 billion in sales this year

Over the last 10 years, Amazon has become one of the most powerful, respected and feared companies in tech, and well beyond.

Revenue in its core business, e-commerce, has increased sevenfold from an already massive base of $34.2 billion. Yet Amazon still has only 40% of the overall e-commerce market in the U.S., according to eMarketer, and far less worldwide, leaving plenty more upside.

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