The supply chain has evolved quickly over the past couple decades, and Amazon has evolved alongside it. The company has evolved from a simple bookseller to a leading e-commerce retailer operating its own logistics network.
Shanti Yetish, senior program manager for supplier diversity at Amazon, recently spoke to FreightWaves about Amazon’s middle mile operations. The company houses three distinct middle mile brands – Amazon Freight, Amazon Freight Partner and Amazon Relay.
Amazon Relay, in particular, stands out as a gateway for carriers of all shapes and sizes to access Amazon’s growing freight opportunities, allowing them to haul Amazon trailers using their own power units. The Relay marketplace allows carriers to apply via the web portal or mobile app to gain free access to Amazon’s load board and contracts. Once approved, carriers have the flexibility to book the loads they want on their own time.
Flexibility at the core of Amazon Relay
Relay’s greatest strength lies in its flexibility. The portal provides carriers access to spot freight and short-term contracts across Amazon’s network, as well as the chance to bid on longer duration contracts with unprecedented transparency. Additionally, Relay’s innovative “Post A Truck” feature allows carriers to automatically book loads that minimize empty miles, optimizing both time and revenue for drivers.
“Whether you’re an owner-operator or a huge trucking company, we welcome everyone,” Yetish said, highlighting the platform’s inclusive approach.
While the Amazon Relay portal is open to all kinds of carriers, applicants are required to meet Relay’s requirements, which are designed to vet carriers based on safety and tenure in an effort to keep fraudulent activity out of the network.
Empowering small and diverse businesses
Amazon Relay’s Supplier Diversity and Inclusion program exists as part of the company’s commitment to welcoming everyone. The program was created to improve access to opportunities for small and diverse carriers, including businesses owned by women, minorities, veterans and other underrepresented groups. The initiative aligns with Amazon’s broader mission to foster diversity and create economic opportunities for a wide range of businesses.
The benefits of participating in the Supplier Diversity and Inclusion program include access to networking opportunities and training resources, which can help support business growth and development. Amazon also encourages carriers that self-identify as diverse-owned to get certified by one of the big five agencies, which includes the National Minority Supplier Development Council (NMSDC), Women’s Business Enterprise National Council (WBENC), National Veteran’s Business Development Council (NVBDC), Disability:IN and the National LGBT Chamber of Commerce (NGLCC). These agencies provide access to conferences, government contracts and business development resources.
Amazon also accepts certifications through the Small Business Administration for their 8a and Hubzone programs as well as the Department of Transportation Disadvantaged Business Enterprise program (DOT DBE).
These programs can be game changers for companies that have not historically been able to access this level of support.
Simplifying operations for carriers
In addition to accessing Amazon loads, carriers using Relay benefit from a suite of tools designed to simplify daily operations. These include real-time updates, automated scheduling, and performance monitoring tools. By streamlining these processes, Amazon Relay reduces administrative burdens, allowing carriers to focus on what they do best—delivering goods efficiently and reliably.
The driver-facing version of Relay’s mobile app prioritizes safety, which aims to keep drivers informed without fostering distractions. The app provides drivers with real-time load change alerts, facilitates automatic check-ins and offers a truck-specific commercial navigation tool, all designed to encourage responsible use in line with safe driving practices.
A growing marketplace
As e-commerce continues to grow, so does the demand for reliable freight solutions. Amazon Relay is helping to meet this demand while setting new standards for how technology can transform logistics. With its emphasis on flexibility, transparency, and inclusion, Relay is poised to remain a key player in Amazon’s middle mile operations.
For carriers looking to expand their business and leverage the resources of an innovative logistics giant, Amazon Relay represents an unparalleled opportunity.