After launching AmazonFresh to deliver fresh produce to your door and after making a big splash with drone delivery via Octocopter. Amazon is announcing the launch of a new business called Pantry that is aimed at taking share from Costco and Sam’s Club. You might argue that this is old news and was generally predictable, but the real point is that Amazon is disrupting retail and constantly innovating beyond their “traditional” core business. Amazon is re-imagining delivery, technology, and shopping as we know it. What is Amazon’s grand strategy behind all this exploration and experimentation? While I have not figured that out yet, I can foresee Amazon’s intent to revolutionize retail across all dimensions (technology, supply chain, operational excellence, marketing analytics, dynamic pricing, etc.). In the end, the real question for traditional retailers is: how much innovation are you doing in your business? Are you truly paying attention to the mega trends of the future and developing the roadmaps to capture opportunities and avert threats?