Amazon is not just the \u201cEverything Store,\u201d\u009d to quote the title of Brad Stone\u2019s rich chronicle of Bezos and his company; it\u2019s more like the Everything. What remains constant is ambition, and the search for new things to be ambitious about.<\/p>\n
It seems preposterous now, but Amazon began as a bookstore. In 1994, at the age of thirty, Bezos, a Princeton graduate, quit his job at a Manhattan hedge fund and moved to Seattle to found a company that could ride the exponential growth of the early commercial Internet. (Bezos calculated that, in 1993, usage climbed by two hundred and thirty thousand per cent.) His wife, MacKenzie, is a novelist who studied under Toni Morrison at Princeton; according to Stone, Bezos\u2019s favorite novel is Kazuo Ishiguro\u2019s \u201cThe Remains of the Day,\u201d\u009d which is on the suggested reading list for Amazon executives. All the other titles, including \u201cSam Walton, Made in America: My Story,\u201d\u009d are business books, and even Ishiguro\u2019s novel\u201d\u201dabout a self-erasing English butler who realizes that he has missed his chance at happiness in love\u201d\u201doffers what Bezos calls a \u201cregret-minimization framework\u201d\u009d: how not to end up like the butler. Bezos is, above all things, pragmatic. (He declined to be interviewed for this article.)<\/p>\n
It wasn\u2019t a love of books that led him to start an online bookstore. \u201cIt was totally based on the property of books as a product,\u201d\u009d Shel Kaphan, Bezos\u2019s former deputy, says. Books are easy to ship and hard to break, and there was a major distribution warehouse in Oregon. Crucially, there are far too many books, in and out of print, to sell even a fraction of them at a physical store. The vast selection made possible by the Internet gave Amazon its initial advantage, and a wedge into selling everything else. For Bezos to have seen a bookstore as a means to world domination at the beginning of the Internet age, when there was already a crisis of confidence in the publishing world, in a country not known for its book-crazy public, was a stroke of business genius.<\/p>\n