This article is based on the keynote “Building momentum: The Relay vision” presented by John Hartland at RelayCon 2025.
This year, Amazon Relay carriers delivered 19 million loads and counting, helping get ~4.58 billion packages to Amazon customers’ doors. And when carriers deliver excellence through safety and performance, Amazon responds by opening doors to greater opportunities, investing in cutting-edge tools, and creating programs that enable scalability.
Here’s how we turn reliable service into sustainable growth.
“Since 2017, we’ve seen Relay grow from 3 million loads to over 38 million loads across our load board and contracts in 2024. That’s over 500,000 loads every week across the United States and Canada. This growth stems from a simple but powerful principle: when carriers succeed, we all succeed.”
How reliable safety creates load opportunities
At Amazon, we turn small, consistent actions into long-term success. It’s a powerful strategy that creates momentum, where each part of the business reinforces the others. We drive Amazon’s continuous growth by creating a closed loop of lower prices, increased customer visits, expanded selection, and improved efficiency.
At Relay, here’s how it works:
- Safety and performance: Maybe it’s attention to detail on pre-trip inspections or the dispatch call that prevents a delay. A carrier’s decision to prioritize these small actions makes a big difference.
- Customer trust: When carriers deliver on time, consistently, for every load, every lane, they build trust. Customers know their packages will arrive because they can count on Amazon, every time.
- Network reliability: When customers know they can rely on Amazon, they shop more.
- Shipper growth: This reliability attracts more shippers to our network, creating new opportunities across more lanes.
- More volume from customers and shippers: More purchases and more routes make our network even stronger. And who gets first access to those opportunities? The carriers who started this whole cycle - those leading in safety and performance.
Every safe delivery, every on-time arrival, and every professional interaction turns builds momentum for a growth engine where everyone wins: customers, shippers, and carriers.
Build your business momentum
Whether you operate a single truck or manage a growing fleet, consistent safety and performance remain the foundation for sustainable success in transportation. Relay is creating growth opportunities for safe, reliable, and trustworthy carriers. Check if your business meets Relay’s carrier requirements, then start your Relay application on your desktop or in our app on iOS or Android.
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.
