September 24-25, over 500 transportation professionals gathered at the Venetian in Las Vegas for RelayCon 2025, ready to take their game to the next level. This year’s theme, “Where the pros get their playbook,” set the tone for two days of strategy-sharing, hands-on demos, and exclusive opportunities. Here’s how carriers built momentum for peak season and beyond.
Driving growth together
RelayCon kicked off with a powerful message: growth is a two-way street. John Hartland, VP of Amazon Transportation Services, shared how reliable carriers help create a cycle of success: consistent on-time delivery builds customer trust, which brings more volume to the network. High standards create new opportunities.
“When entrepreneurs bet on themselves, amazing things happen.”
New plays for carrier playbooks
Rob Grady, General Manager of Relay Supply Products, revealed exciting growth opportunities:
- Amazon grocery expansion to 2,300 locations, adding reefer routes
- More box truck and intermodal opportunities
- New hostling and shuttling contracts in Amazon yards
- Doubling of third-party shipper volume through Amazon Freight
Grady emphasized how reliable carriers directly affect customer experiences, sharing reviews that showed the real-world impact of on-time deliveries. With 1.2 million more on-time deliveries this year, carriers are building trust that keeps customers coming back.
Technology as the MVP for peak season
Ruchit Shah, Director of Relay Supply Products, presented tech upgrades based on carrier feedback:
- Relay Assistant, an AI-powered chat tool for rate negotiations and faster load support
- Automated auction bidding
- Better contract search options with block schedule filters
Carriers got hands-on with these features in the expo hall, preparing to use them for a successful peak season.
Safety as a foundation of success
Kim Stone and Hareesh Krishnan, Amazon’s safety leaders, reinforced how prioritizing safety and performance opens doors to more opportunities. Carriers learned about:
- Earning per-mile bonuses by using in-cab safety tech
- New Relay app features for enhanced weather alerts, pre-trip briefings, and one-click truck parking locator
- Upcoming trailer tech, including advanced sensors for real-time cargo monitoring
“When we each do our part – carriers delivering safely and reliably, and Amazon creating opportunities – we build unstoppable momentum together.”
Game-changing investment in carrier success
Hartland also announced GEAR Up, a $300 million program to support small and disadvantaged businesses through:
- Cash incentives for booking more Relay loads
- Business education resources
- Discounted truck leases and financing options
Carriers at RelayCon got exclusive first access to sign up for this program.
Carrier voices
Over 130 carriers participated in roundtable discussions where they provided direct feedback to Amazon teams. These insights will drive future improvements across technology, support, and policies.
All-star panel
A leadership panel featuring Maneesh Jyoti (Vice President, Relay Product and Tech), Jeff Helbling (Vice President, Amazon Shipping), Joanne Rzeppa (Vice President, North America Transportation), and Ari Silkey (Director, Amazon Freight) offered carriers a glimpse into the future of transportation. Key topics included:
- The impact of AI and automation on the trucking industry
- Shifts in production and manufacturing affecting freight patterns
- Amazon’s commitment to help with carrier growth and network expansion
The panel emphasized that by staying committed to safety and reliable service, and making the most of available technology, carriers can unlock more opportunities to grow with Amazon.
Exclusive peak season contract access
RelayCon attendees had a home field advantage. They received early access to book Amazon’s peak season contracts, securing consistent weeks of roundtrips during the busiest time of the year. Carriers also learned strategies to maximize opportunities across spot loads, auctions, and contracts.
Ready to join the pros?
RelayCon 2025 wasn’t just about celebrating achievements – it was about equipping carriers with the tools, knowledge, and opportunities to scale their businesses Everything we learned at RelayCon will help improve Relay technology and guide new features.
Want to be part of RelayCon 2026? Start your Relay application on desktop or our app on iOS or Android. But first, check out Relay’s carrier requirements to make sure hauling for Amazon is the right fit for your business.
Disclaimer: Amazon does not tender loads through any third-party load boards. Any Amazon loads posted on third-party load boards will only be tendered directly to approved and onboarded carriers via the Relay web portal or Relay mobile app. If you are interested in hauling loads for Amazon, sign up and book directly on relay.amazon.com. For more about our efforts against fraud and cargo theft, see our trustworthy transportation page.
