Amazon’s cloud division prints profits. Its retail machine prints shipping labels by the billion. If I had to choose which one will drive the next chapter of shareholder value, the answer looks obvious—until I examine what the two businesses actually do for each other. Whenever I look at Amazon, I feel as though I am analyzing three companies wearing one trench coat. There is the retailer that sells everything from televisions to emergency quantities of paper towels. There is the marketplace and logistics empire that lets third-party merchants borrow Amazon’s traffic, warehouses, delivery network, and increasingly large collection of fees. Then there is Amazon Web Services, the cloud-computing business that quietly became the financial adult in the room while the retail operation continued buying vans, building fulfillment centers, and promising to deliver dental floss before I remember ordering it. The standard investor answer to “AWS or retail?” is AWS. Of course it is. AWS grows fas...