Important questions when looking at the Amazon business model are: What defines core business? Is it the product, intellectual property, process, business design, or the clientele? Many companies today cannot be said to be in a certain business because they have diversified both in product and every other aspect of business. The traditional view of core business is both changing in terms of meaning and significance. There is freedom to choose and capital is abundant for some companies while many other companies are up for sale. There are, therefore, many acquisitions that are of businesses not related to the original line of the mother company. In this write up, we shall look at the case study of Amazon and how it is redefining core business in its business model amid the pressure from Wall Street to mind the store.