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One Click
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One Click
Jeff Bezos and the Rise of Amazon.com
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Amazon's business model is deceptively simple: Make online shopping so easy and convenient that customers won't think twice. It can almost be summed up by the button on every page: "Buy now with one click."

Why has Amazon been so successful? Much of it has to do with Jeff Bezos, the CEO and founder, whose unique combination of character traits and business strategy have driven Amazon to the top of the online retail world.

Richard Brandt charts Bezos's rise from computer nerd to world- changing entrepreneur. His success can be credited to his forward-looking insights and ruthless business sense. Brandt explains:

  • Why Bezos decided to allow negative product reviews, correctly guessing that the earned trust would outweigh possible lost sales.
  • Why Amazon zealously guards some patents yet freely shares others.
  • Why Bezos called becoming profitable the "dumbest" thing they could do in 1997.
  • How Amazon.com became one of the only dotcoms to survive the bust of the early 2000s.
  • Where the company is headed next.

    Through interviews with Amazon employees, competitors, and observers, Brandt has deciphered how Bezos makes decisions. The story of Amazon's ongoing evolution is a case study in how to reinvent an entire industry, and one that anyone in business today ignores at their peril.

  • Amazon's business model is deceptively simple: Make online shopping so easy and convenient that customers won't think twice. It can almost be summed up by the button on every page: "Buy now with one click."

    Why has Amazon been so successful? Much of it has to do with Jeff Bezos, the CEO and founder, whose unique combination of character traits and business strategy have driven Amazon to the top of the online retail world.

    Richard Brandt charts Bezos's rise from computer nerd to world- changing entrepreneur. His success can be credited to his forward-looking insights and ruthless business sense. Brandt explains:

  • Why Bezos decided to allow negative product reviews, correctly guessing that the earned trust would outweigh possible lost sales.
  • Why Amazon zealously guards some patents yet freely shares others.
  • Why Bezos called becoming profitable the "dumbest" thing they could do in 1997.
  • How Amazon.com became one of the only dotcoms to survive the bust of the early 2000s.
  • Where the company is headed next.

    Through interviews with Amazon employees, competitors, and observers, Brandt has deciphered how Bezos makes decisions. The story of Amazon's ongoing evolution is a case study in how to reinvent an entire industry, and one that anyone in business today ignores at their peril.

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    • Kirkus

      October 1, 2011
      A cursory overview of the man behind Amazon.com. As any bibliophile knows, the birth of Amazon in the mid '90s represented both a blessing and a curse to everyone involved in the book industry, from authors and publishers to bookshops and readers. It was a blessing because more than 1 million titles, many rare and hard-to-find, were suddenly available to anyone with a modem and a credit card; a curse because man local mom-and-pop booksellers folded because they couldn't compete with the deep discounts and extremely customer-friendly policies Amazon offered. Whether readers view Amazon founder and CEO Jeff Bezos as an entrepreneurial genius or a ruthless capitalist, there's no denying that Amazon has grown from a three-guys-in-a-garage operation to one of the most powerful and recognized e-commerce sites on the Internet. Brandt (The Google Guys, 2011, etc.), a reporter on all things Silicon Valley for the past 20-plus years, traces Amazon's sometimes-rocky ascent by interviewing past employees, mentors and competitors of the site. He also mines Bezos' speeches and interviews to determine the thought process of the man behind the empire. Unfortunately, the result is skeletal and unsatisfying, mainly because Brandt never actually interviewed Bezos directly. The source material is largely what Bezos has allowed into the public realm and seems carefully polished, much like the image of Amazon.com. Suffices as a bare-bones account of a highly successful startup but fails to deliver on the inner workings of a website that changed e-commerce forever.

      (COPYRIGHT (2011) KIRKUS REVIEWS/NIELSEN BUSINESS MEDIA, INC. ALL RIGHTS RESERVED.)

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