What makes Amazon such a lethal monster is its mastery of logistics and multiple streams of revenue. It’s 2017 earnings were a whopping $178 billion. In 2016 it earned $15 billion from its web services which accounted for 89% of its operating income. Amazon earned an additional $2.8 billion from its 2017 advertising services. Its advertising revenues are expected to pop to $4.5 billion in 2018. The monster has many heads and all the heads are growing.