Jeff Bezos (02:54)
Bezos is the world's richest person. In 2019, he reveals his space project Blue Moon. Amazon significantly impacts society; Bezos and Amazon are under scrutiny.
Business Roots (03:56)
In the early 1990s, Bezos works for DE Shaw & Co. He identifies the potential of the internet and creates an online store to sell books. Shel Kaphan is Amazon's first employee. (Credits)
In 1995, the company goes live and quickly grows. James Marcus recalls joining the company, Bezos in the early years, and his ambition. Former employees discuss customer obsession and data collection.
Long-Term Business Vision (04:53)
Amazon forgoes making a profit for several years to gain market share. Stacy Mitchell disagrees with Bezos' business strategy. The business expands to other products and creates a retail platform for other businesses.
Amazon Control (07:33)
Book publishers are the first to see how the company wields power in the online marketplace. Former employees and vendors discuss the "gazelle project." The introduction of the Kindle gives Amazon more pricing power.
Amazon Prime (04:04)
In 2005, Bezos introduces the membership program. He builds several fulfillment centers, creating hundreds of thousands of jobs. Spencer Soper learns about unsafe working conditions.
Fulfillment Centers (06:17)
Amazon is one of the largest job creators and experiments with new techniques, including Kiva Systems. Former warehouse employees share their experiences and making rates. Jeff Wilke cites a positive work environment.
Warehouse Employees (03:54)
Amazon does not support unionization. Wilke discusses workforce training for career advancement and addresses complaints about ignoring safety to make rate.
Marketing and Mission (05:38)
Amazon's marketing emphasizes innovation and growth. Some believe Amazon falls short of the explorer, not conqueror, ideal. In 2013, Amazon creates a delivery network; Patricia Callahan questions safety records.
Product Expansion (05:48)
Prime offers free next day delivery and Amazon invites more sellers onto the site. Rachel Greer worries about product safety; some challenge Amazon's terms and conditions. Wilke argues that Amazon works hard to ensure safety.
Consumer Commitment (05:01)
Amazon stresses concern for the customer and maintaining low prices, helping to avoid antitrust violations. Hachette pushes back against Amazon and authors experience plummeting sales; the Obama Administration refuses to open an antitrust investigation.
De Facto U.S. E-commerce Channel (06:47)
During the Obama Administration, Amazon accounts for almost 40% of all online sales, but complaints about their business tactics continue. Third party sales account for over 50% of Amazon activity. Employees receive training about how to discuss Amazon's power and size.
Amazon's Washington D.C. Presence (06:28)
Bezos spends millions on lobbying every year. He purchases a mansion in the city and "The Washington Post," and promotes his cloud computing services; AWS becomes the leading platform.
Amazon Echo (06:41)
Bezos' fascination with "Star Trek" influences the talking computer. Alexa listens and learns, and is compatible with over 100,000 products. Amazon employs thousands to transcribe Alexa recordings.
Amazon Ring (05:01)
Amazon purchases Ring and expands its scope; hackers access cameras. Dave Limp considers risks and technology.
Amazon Rekognition Video (05:28)
Amazon introduces the facial recognition system and markets it to law enforcement; few laws govern its use. Anima Anandkumar is concerned about software mistakes; Andy Jassy defends the product. Amazon discusses its services with ICE and the Department of Defense.
Industry Titan (05:17)
Amazon's success and influence increases. Bezos purchases Whole Foods and PillPack, forms an alliance with Berkshire Hathaway and JPMorgan, and creates Amazon Studio.
Amazon HQ2 (05:51)
Amazon announces a contest to determine the location of a second headquarters; Arlington and New York City win. Some protest tax breaks and Amazon faces the New York Committee on Finance; the company withdraws from New York plans.
Tabloid Controversy (02:04)
Bezos and his wife announce their divorce and "The National Enquirer" cites infidelity. Bezos states the claims are politically motivated and refuses David Pecker's attempt at blackmail.
Public Criticism (08:14)
Democratic candidates and President Trump target Amazon and Bezos; Amazon loses a contract with the D.O.D. Amazon is the focus of the Federal Trade Commission and an antitrust investigation. Former and current executives reflect on breaking up Amazon.
Bezos Looks to the Future (01:42)
Bezos spends $1 billion a year on a space exploration company. He addresses an audience about the future.
Credits: Amazon Empire: The Rise and Reign of Jeff Bezos (01:01)
Credits: Amazon Empire: The Rise and Reign of Jeff Bezos
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