Even with the Amazon.com behemoth dominating the e-commerce landscape, there’s room for smaller, scrappier rivals, Giovannelli says. In fact, many independent service providers are under contract to Amazon and other e-tailers to fill out the growing need for delivery vehicles.

In short, Amazon supply chain is a massive success, and just like the iPhone of Apple, it proves that there is a vast market waiting for alternatives. When considering large markets, even dominant players like Apple struggle to reach 25% market share. This is gives a lot of room for other actors. This is what those private equity investors are looking for.