Smart companies (I have no idea if Amazon is "smart" or not) are always innovating. However, most of the innovation will be internal. I used to work for a large corp that owned 80% of its main market and we were always encouraged to seek new ways of doing things and to file as many patents as possible. They were smart enough to realize that they got where they were by being innovative and that no matter how much of the market they controlled, they couldn't stay there by standing still.