Something that I've seen happen time and again with a lot of companies is the gutting and outsourcing of anything they don't regard as their "core competency". This reduces their corporate risk (easy to squeeze or drop a supplier in hard times) but it is insidious, and consumes the company from the inside. Eventually they are left with no competencies in anything except outsourcing and financial engineering.
So many of the individuals I work with are from the big outsourcing and management consultancy firms. It's everything from technical specialists, hr personnel, project managers and right up to fairly senior management. Some firms are little more than procurement and accounting departments with a brand, they don't actually have the skills/knowledge to do anything any more.
Amazon goes the other way. It is constantly insourcing things, and building up it's own skills in any field where it thinks it can do better than the existing suppliers. It treats things like the web store and the video service as it's first customer to get things started and drive development, and then spins round and makes it open. AWS is the obvious and most visible one, but their warehouse and logistics arm (certainly here in the UK) and even the web store are increasingly just a service that other people use to sell their stuff. I'd say about half the things I buy on amazon are sold by a third party but shipped from an Amazon warehouse by an Amazon Logistics delivery person.
This is why buying Wholefoods should terrify the entire food industry, and not just their direct retail competitors. Wholefoods is their new "first customer" for the supply chain management and sourcing of perishable goods and groceries, something they've struggled with scaling in the past. Once they turn all the back end systems (tech and people) into a service provided to Wholefoods retail, they will probably once again make it a service that other smaller retailers can tap into, and also use it to juice up other services like Amazon Pantry and Subscribe and Save.
They are prepared to take on almost anything and have a go, even if it ultimately fails (see the Fire Phone). Meanwhile much of the rest of the corporate world is taking the low risk, slow growth route powered by financial engineering where execs are more concerned with pointless mergers and restructuring than about actually doing anything concrete.