A inteligência artificial como fonte de vantagem competitiva: um estudo de caso da Amazon no comércio eletrônico.

Abstract

Artificial Intelligence has played an increasingly important role in transforming logistics operations and shaping competitive strategies in e-commerce. In this context, this study aimed to analyze how the use of Artificial Intelligence in Amazon's logistics management contributes to the development of competitive advantage in e-commerce. A qualitative, exploratory descriptive approach was adopted through a single case study. Data collection was based on bibliographic and documentary research, including specialized literature, institutional reports, and official Amazon documents. The analysis was conducted using the theoretical frameworks proposed by Porter (1985), Barney (1991), and Teece, Pisano, and Shuen (1997). The findings indicate that Artificial Intelligence contributes to the integration of different stages of Amazon's logistics chain, including demand forecasting, inventory management, fulfillment center automation, and support for delivery operations. The analysis showed that Amazon's competitive advantage is less associated with individual technologies than with the organization's ability to integrate and continuously renew them in response to technological change, a conclusion that should be interpreted in light of the limitations inherent to a single case study and the predominant use of documentary sources.