One of the first things a business analyst should do on an engagement is to determine the business drivers. What are those components of the business that drive the business forwards and move the business closer to the business’s vision?
The business drivers are what will be used to determine if the change being created generates real value for the business. A change may make sense from many different points of view, but if it doesn’t move the business forward the change does not have value.
A business driver of Amazon is customer service. A change that increases the quality of customer service for Amazon is going to be a valuable change.