Media sales now total in the billions each quarter, and third-party merchandise, more profitable for Amazon than its own wares, makes up nearly a third of everything sold through the site.
Now, Amazon is making an even greater stretch - selling storage, computing power and other behind-the-scenes data centre services.
"It is hard to get your head around: 'Why is this retailer that ships me toys for my kids for Christmas ... also my supplier of IT services?'" said SmugMug co-founder and Amazon Web Services customer Chris MacAskill. Amazon executives would say that's because theirs is a technology company, not just a retailer.
