Determine What Your Customers Need,

Everything You Are Comes From Your Choices.

I Think One Of The Things People Don't Understand Is We Can Build More Shareholder Value By Lowering Product Prices Than We Can By Trying To Raise Margins. It's A More Patient Approach, But We Think It Leads To A Stronger, Healthier Company. It Also Serves Customers Much, Much Better.

Many Of The Traits That Make Amazon Unusual Are Now Deeply Ingrained In The Culture. In Fact, If I Wanted To Change Them, I Couldn't. The Cultures Are Self-reinforcing, And That's A Good Thing.

The Best Customer Service Is If The Customer Doesn't Need To Call You, Doesn't Need To Talk To You. It Just Works.

We See Our Customers As Invited Guests To A Party, And We Are The Hosts. It's Our Job Every Day To Make Every Important Aspect Of The Customer Experience A Little Bit Better.