CONTENTS CHAPTER ONE CHAPTER TWO CHAPTER THREE THE RICHEST MAN IN THE WORLD 4 IT BEGAN WITH BOOKS 12 CHANGING BOOKS AND MEDIA 26 CHAPTER FOUR INNOVATING THE SHOPPING EXPERIENCE CHAPTER FIVE REINVENTING DELIVERY CHAPTER SIX RETAIL EXPERIMENTS CHAPTER SEVEN AMAZON AND TECHNOLOGY CHAPTER EIGHT CRITICISMS OF AMAZON CHAPTER NINE THE FUTURE OF AMAZON TIMELINE 98 SOURCE NOTES ESSENTIAL FACTS 100 INDEX GLOSSARY 102 ABOUT THE AUTHOR ADDITIONAL RESOURCES 104 ABOUT THE CONSULTANT 112 36 46 56 62 74 90 106 110 112
CHAPTER ONE 4
THE RICHEST MAN IN THE WORLD On July 27 2017 Jeff Bezos became few hours The 54-year-old Bezos is the richest person in the world for a the founder and chief executive officer of the shopping website Amazon com On that morning Amazon’s stock price rose Bezos’s personal holdings of Amazon stock meant that his wealth rose too reaching 92 3 billion 1 But Bezos’s ranking didn’t last long Just a few hours later Amazon’s stock price dipped and Bezos was no longer the richest person in the world Nevertheless Amazon’s stock price soon rose again and pushed Bezos back to the top spot where he remained in early 2018 By March of that year Bezos’s fortune was estimated at approximately 127 billion 2 Despite his status as a billionaire businessman Bezos often dresses casually in his public appearances 5
