Amazon's next big thing may redefine big

"I see Amazon as a technology company that just happened to do retail," begins Werner Vogels, Amazon's chief technology officer. "When Jeff [Bezos] started Amazon, he wasn't thinking about starting a bookshop. He was really fascinated by the internet." Only "mortal humans", he tells me in an interview, ever saw Amazon as merely a retailer. So the question now is: what will Amazon become next?