When [competitors are] in the shower in the morning, they're thinking about how they're going to get ahead of one of their top competitors. Here in the shower, we're thinking about how we are going to invent something on behalf of a customer.

Focus relentlessly and passionately on the customer.

I constantly remind our employees to be afraid, to wake up every morning terrified. Not of our competition, but of our customers.

AWS is customer obsessed, inventive and experimental, long-term oriented, and cares deeply about operational excellence.

Until July, Amazon.com had been primarily built on two pillars of customer experience: selection and convenience. In July, as I already discussed, we added a third customer experience pillar: relentlessly lowering prices.

Focusing on the customer makes a company more resilient.