"Doing logistics" for one's own shipping, is a bit different than "trying to subsume the role of FedEx/UPS in the economy." Certainly it's "only" a matter of scale, but logistics-as-a-service (the business FedEx and UPS are in) is as large a market as the one Amazon's already in, and you'd think clear signs of them being ready to suddenly add another few hundred billion dollars to their market cap would be reflected in e.g. investment people issuing new guidance about them.