By Jemel Derbali, Wise Systems Co-Founder

The Amazon effect may be one of the most frequently used terms in logistics these days, largely because Amazon has single handedly reshaped customers’ expectations of product availability, delivery speed, and visibility.  Amazon currently has over 101 million Prime subscribers as of Q4 2018 — almost equivalent to one out of every three Americans — and those customers are transferring these inflated expectations to every other delivery experience, as well.