In a short span of time, Amazon Freight Partner (AFP) has evolved from a modest venture into a global logistics powerhouse. Starting with just 13 partners less than four years ago, its operations now span seven countries, partnering with more than 300 small business owners.
This impressive growth trajectory was a key topic in a fireside chat at the F3: Future of Freight Festival, where Kristin LeBlanc, head of marketing and acquisition at AFP, joined Thomas Wasson, FreightWaves’ enterprise trucking carrier expert, on Nov. 8 in Chattanooga, Tennessee.
Since publicly launching in 2021, AFP has seen significant expansion, growing from a modest network with about 100 drivers employed by small business owners to a formidable one employing more than 7,000 within its network. Its scale now mirrors that of a major national trucking carrier.
Central to AFP’s strategy is empowering entrepreneurs in trucking. By providing essential resources like trucks, maintenance services and training, AFP enables these partners to focus on key aspects, such as hiring drivers and managing operations.
The model not only fuels Amazon’s growth but also empowers local businesses with necessary tools for success.
AFP’s use of technology, particularly Amazon Relay, is vital in its operations. The platform simplifies logistics for carriers by integrating various routing and location data, streamlining the transportation process and enhancing safety and operational efficiency. This system, combined with feedback from partners and drivers, allows AFP to continually adapt and enhance its services.
Empowering entrepreneurs: The AFP growth story
The roots of AFP trace back to 2012. Amazon knew that it would need to diversify its logistics operations beyond package handling if it wanted to take the next step in customer satisfaction. This strategic shift laid the groundwork for AFP’s expansive approach in the freight industry.
The model has revolutionized small business engagement in trucking. By providing essential resources, AFP removed barriers to entry for small business owners to get started in trucking and enabled entrepreneurs to concentrate on their core business activities, leveraging their local community knowledge to enhance service efficiency and customer satisfaction.
“We always look at the customer and work backwards from that,” LeBlanc said. “Customers want high quality, they want low cost, they want fast service.”
AFP’s role intensified with the pandemic’s onset. The surge in online sales during this period marked a significant acceleration in AFP’s growth, reflecting the need for reliable and efficient freight solutions.
AFP’s success mirrors the broader trend in the freight industry, where adaptability, community focus and strong support networks lead to sustainable growth. The program’s commitment to empowering local entrepreneurs and embracing technological innovation has positioned AFP as a trailblazer in the industry.
Innovation and social responsibility
AFP continues to prioritize innovation and social responsibility in its expansion. Amazon Relay plays a crucial role in this progression. The platform enhances safety and operational efficiency for partners by simplifying logistics and integrating essential data.
Safety is likewise a cornerstone of AFP’s mission, highlighted by a $200 million investment in safety technology across Amazon’s transportation network.
In line with Amazon’s sustainability goals, AFP is actively working to help reduce emissions in Amazon’s transportation network by testing alternative fuels. This aligns with the Climate Pledge, which aims to reach net-zero carbon emissions by 2040.
Diversity, equity, inclusion and belonging (DEI&B) are integral to AFP’s culture. The program boasts a diverse partner base, with significant representation of women and Black entrepreneurs. This diversity fosters a more inclusive environment and attracts a broader range of entrepreneurs and drivers.
“About 30% of our Amazon Freight Partner businesses are owned by women, and 46% are Black-owned,” LeBlanc said. “Women make up 12% [of AFP drivers], which is compared to 7% CDL in the industry. We have more than double the Black drivers at 30%, compared to only 12% in the industry.”
AFP’s accelerator program exemplifies its effort to reduce barriers in the industry. This initiative offers a comprehensive course for those new to trucking, preparing them to launch their businesses and partner with Amazon.
AFP will continue to focus on new growth avenues. The future of AFP holds promises of further advancements and contributions to the freight industry, steadfast in its commitment to technology, safety, sustainability and inclusivity.
Given Amazon’s decades-old track record of successful disruptions, it’s hard to bet against it.
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