Built to Last; Inside Amazon RelayCon 2026 and the Carriers Who Came With a Plan
Last year’s RelayCon left the impression that small carriers had shown up to Las Vegas hungry, but this September something had shifted, because the carriers filling the hallways and breakout rooms weren’t just hungry anymore, they’d done their homework, they knew their numbers, and they came with a specific list of what they needed to […] The post Built to Last; Inside Amazon RelayCon 2026 and…
In September 2026, Amazon hosted RelayCon, a transportation industry conference with a notable shift in attendance. Unlike the previous year's event, which drew over 500 carriers, this year's conference welcomed more than 1,000 transportation professionals, marking a 95% increase.
The change in focus was evident from the start. While last year's event saw carriers asking whether they should grow, this year's attendees appeared to have done their homework, focusing on how to grow and what it would cost them. Many carriers in attendance had been in business for two or more decades, demonstrating a wealth of experience and knowledge.
Amazon's Relay Assistant, a chat tool, was expanded to address common over-the-road issues, such as trailer availability, site closures, and trip information. By the end of 2026, carriers would be able to use Relay Assistant to repeat Post A Truck orders and request additional features related to load availability, schedule changes, and route patterns. The assistant could then connect carriers with live operators to resolve performance disputes 20% faster.
Safety, compliance, and required actions were consolidated into one page, while AI-generated focus areas helped carriers prioritize which sub-metric to address first. Amazon also expanded its Deals & Discounts program, offering savings on fuel cards, maintenance, and equipment leasing and rental options. The company opened the Relay network to shippers of all sizes and industries, increasing contract offers beyond the previous six-month maximum and expanding into intermodal, reefer, hostler, and less-than-truckload options.
The most significant conversations took place in the hallway between sessions, where carriers discussed how to implement the new information and opportunities presented at RelayCon. A session led by FreightWaves Editorial Director Adam Wingfield, titled "Growing from strength, how to know you're ready for what's next," drew a full room, focusing on when not to grow and emphasizing the importance of readiness over opportunity.
Written by urgent.news from FreightWaves's reporting — not their text. Machine-written — may contain errors; check the original before relying on it.
