Environmental upgrading, sustainability strategies and the role of Digital Technologies: the case of Amazon

As awareness of environmental concerns increases, the integration of sustainability into business operations has become a fundamental driver of long-term competitiveness. Companies are increasingly aligning their supply chain strategies with environmental goals, recognizing that sustainable practices not only reduce environmental impact but also enhance efficiency, mitigate risks, and strengthen market positioning. This study examines the intersection of GVCs, environmental upgrading, sustainability strategies, and the role of digital technologies while also focusing on how e-commerce platforms influence sustainable supply chain management. With the case of Amazon, this research explores the growing significance of environmental upgrading within GVCs, demonstrating that sustainability strategies are a necessity for effective supply chain management and that digital technologies play a critical role in supporting these strategies, providing a real-world example of how these elements contribute to fostering a more sustainable future. By conducting literature reviews and carrying out a case study on Amazon, one of the world’s leading e-commerce platforms, the research focuses on key aspects of Amazon’s sustainability strategy, including environmental sustainability criteria in supplier selection, the role of digital technologies in environmental sustainability and logistics, sector-specific sustainability challenges and criteria, and promoting green products and consumer engagement. Additionally, the study contextualizes Amazon’s approach by exploring variations in supplier selection among its major competitors, highlighting strengths and areas for improvement, while examining how Amazon develops solutions for sector-specific challenges and how Amazon and other major platforms differentiate sustainability criteria by sector.