Then I suggest you look up the dictionary definition of innovation. Online retail has existed since the 90s. Even Google and Netflix are more innnovative than Amazon. Amazon makes money by reducing it's costs by exploiting it's workers.Why didn't you thought of the idea of deliveries like Bezos If there's "Nothing" innovative about Amazon?! Amazon delivery service has moved into one sector after another and gentrified it, even if that meant tearing down its own existing structures. If Amazon isn't an innovative company then i don't know what it is.