Amazon has certainly had success diversifying with businesses it's built in house. Amazon Web Services started in 2006 and grew into the market-leading cloud computing platform, making Amazon a major player in enterprise software and generating $18.5 billion of the company's total $24.9 billion in operating income last years. Amazon has also become a formidable competitor in online advertising, recently revealing the business booked $31.2 billion in revenue in 2021, exceeding Microsoft, Snap and Pinterest's ad revenue.