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Amazon execs liked its 2-hour delivery service so much they internally called it 'Amazon Magic**
• Business Insider by Eugene KimIf this sounds like magic, you're not alone. According to a story by Bloomberg's Devin Leonard, Amazon executives were so impressed by Prime Now's quick delivery that they once lobbed the idea of calling it "Amazon Magic" instead:
"Some company executives joked that the service should be called Amazon Magic; they went with Prime Now."
Amazon seems intent on putting even more resources in Prime Now. The company spent $11.5 billion on shipping last year, and it keeps growing at roughly 40% year-over-year every quarter. On top of that, Amazon has been making a number of moves that signal it may be planning to build its own delivery network akin to that of FedEx or UPS, although the company denies it.