Uber's quest to be the 'Amazon of transportation' won't be easy

Early Monday morning, Uber added an update that lets you rent electric scooters from Lime. What's more, Lime scooters will also now have Uber stickers on them. The last time we saw something like this was with Jump's electric bicycles just before Uber purchased the company outright. With cars, trucks, autonomous vehicles and now bikes and scooters under its wing, it's clear that Uber is no longer just a ride-hailing service. It's looking more like Amazon, but instead of retail, the company is looking to dominate point-to-point transportation.