Mark Cuban knows how to spot a good thing from a distance.

The Shark Tank star and entrepreneur is a pretty good judge of prowess.

He has famously said he missed the boat (or car) on the ride-sharing service Uber, but recently identified what he calls "the greatest startup ever."

He tells Esquire this month there's a company that is "continually investing in new ideas and new technologies," and agreed with interviewer Adam Grant that this firm is undervalued, which might seem odd when you find out which company it is.

The big surprise? It's Amazon, the Seattle e-tailing giant with a $432.95B market cap. Other than the fact that Amazon is far from being merely an e-tailer these days, it's an interesting company to name, leaving Google, Apple, Microsoft, and many others in the dust. It might be too early to tell, but I have to agree with one thing he said:

Amazon is killing it with new innovations.

A store in Seattle called Amazon Go uses sensor-fusion technology, machine learning, and computer vision to know where you are walking, whether you picked up an item and put it in your cart, and if you decide to put the item back on the shelf. A new delivery system called Amazon Prime Air uses a drone that can carry a package up to 55 pounds and transport it up to 16 miles away from the warehouse. (It hasn't quite been approved in the United States yet, but here's hoping that occurs soon.)

Alexa, the voice bot that powers the Amazon Echo speaker and works as an app on your phone, is arguably the most intelligent personal assistant ever. I use one in my office everyday to ask about the weather, get an update on news about the current NBA playoffs, and to order supplies for my office. It's only a matter of time before Alexa shows up in your television, your car, and even at the office. "Alexa, schedule a meeting in the Steve Jobs conference room at 10 for the entire team" will be a thing very soon.

Still, what's most impressive about Amazon is that they keep expanding their online presence in ways no one ever imagined. It's now the best place to sell back your movies and video games, usually buying them back at the highest price. Textbook rentals, automotive parts, laundry detergent--I know people who only buy these items on Amazon and have no plans to shop elsewhere. There are now over 300 brands using the Amazon Dash button to order products quickly. Maybe Amazon.com is not the best place to buy shoes and clothes (because you can only tell if those items fit when you try them on in person), or food (spoiler alert), but it works for just about everything else.

In fact, you could argue Amazon has crossed some imaginary threshold when it comes to shopping. It is now similar to Kleenex and Coke. The name "Amazon" to the average consumer means the place you buy stuff, more so than even major brands like Walmart and Target. The real question is: What can Amazon do next?