Overnight (literally), Amazon rose 1.6% in value.

Doesn't sound big?

Well, on the morning of October 27, 2017, Jeff Bezos woke up as the richest person on the planet, with Amazon worth more than $530 billion.

But its success is revealing its weakness.

---

---

Jeff Bezos Can Do Whatever He Wants

Amazon is a powerhouse. Jeff Bezos can basically build or buy whatever he wants, because he’s an all-time great entrepreneur.

He experiments. He plays. He learns. He evolves.

• Selling books
• Self-publishing
• Expand to retail
• Private label products
• Standardize free shipping
• Distribution with drones
• Internet infrastructure (AWS)
• Original video shows
• Alexa
• The Whole Foods acquisition

These innovative leaps turned a little book-selling site into a business that could start selling rocket ship tickets to the moon and nobody would be surprised.

Amazon’s Weakness

Because the Bezos baby is getting so big, it’s going to need to take on competitors it never had to deal with before. And there’s one big weakness in its arsenal:

Social.

Now, I’m not talking about Facebook or Snapchat. Bezos plays in the world he knows, and Amazon’s already made it clear their specialty is retail.

But social media is at the core of how we interact in a modern economy: from knowledge distribution to recommendations to purchasing decisions.

So, what’s the most retail-focused social platform?

Pinterest, Retail’s Quiet Cheerleader

About 6% of all internet referral traffic comes from Pinterest.

Six percent. Of. All. Internet. Traffic.

That’s unbelievably massive.

Now, a little while ago, Pinterest introduced “buyable pins” that let people purchase anything you pin, directly through Pinterest.

Think about it: Pinterest is a platform that was built for the DIY-ers, creatives, and craft connoisseurs. So, “buyable pins” were a logical and calculated step towards being the only social platform where ecommerce is an inherent presence.

Purchasing makes more sense on Pinterest than any other social platform.

Lots of other platforms are trying to make ecommerce work within their ecosystem (see: Instagram and Facebook), but with Pinterest, it just makes sense. Because people are on Pinterest with retail on their mind.

Amazon Meets Pinterest

Now, imagine the biggest retailer on the planet and the most retail-focused social platform in the world working together.

It would put Amazon in the social world without feeling forced.

You wouldn’t only interact with Amazon because you want to buy a book. Shoes. A lamp. A television. A show.

You’d happen upon all of those things because you’re exploring.

On Pinterest.

Imagine the potential.

As of today, Amazon’s stock is just over $1000/share.

And I think they’re underpriced.