Updated from 11:50 a.m. to include comments in the eighth and fourteenth paragraphs. Don't look now, but after the disaster that was the Fire Phone, Amazon may actually have a legitimate hardware business. Just don't expect it to dethrone Apple , the world's largest company by market capitalization. "Amazon seems to have created some solid hardware with great utility that is easy to use and meets various needs," said Tim Bajarain, President of Creative Strategies in an email.