If we measure "innovation" by solving hard CS problems, sure. But one definition of innovation is: > make changes in something established, especially by intr

If we measure "innovation" by solving hard CS problems, sure. But one definition of innovation is: > make changes in something established, especially by introducing new methods, ideas, or products. Focussing on the eComm side: Amazon made and continues to make changes in how people find stuff, pay for stuff, and get stuff. Even something as seemingly simple as Amazon Prime for free+fast shipping. Or keeping a credit card on file and jumping straight to "checkout complete" first, and letting the user modify shipping/billing details for a while after the order is "complete". None of it was invented at Amazon and all of it is trivial to implement on a small or perhaps medium scale. Amazon's innovation is implementing Amazon.